ADVERTISING  AS  A  VOCATION 


THE  MACMILLAN  COMPANY 

■      NKW  YORK  •    BOSTON  •   CHICAGO  •   DALLAS 
ATLANTA  •   SAN  FRANCISCO 

MACMILLAN  &  CO.,  Limited 

LONDON  •   BOMBAY  •   CALCUTTA 
MELBOURNE 

THE  MACMILLAN  CO.  OF  CANADA,  Lm 

TORONTO 


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ADVERTISING 
AS  A  VOCATION 


BY  <5>-x 

,  A.il, 


FREDERICK  J.  ALLEN, 

OF  THE  BUREAU  OF  VOCATIONAL  GUIDANCE,  HARVARD  UNIVERSITY, 
LECTURER   ON  VOCATIONAL  GUIDANCE  IN  BOSTON  UNIVERSITY 

Author  of  "The  Law  as  a  Vocation,"  "Business  Employ- 
ments," "The  Shoe  Industry,"  and  Other 
Vocational  Studies 


I13eto  gotb 

THE  MACMILLAN  COMPANY 

1919 

All  rights  reserved, 


¥/<^^^A 


COPYRiaHT,    1919, 

Bt  FREDERICK  J.  ALLEN 


Set  up  and  electrotyped.     Published  November,  1919. 


PREFACE 

It  is  the  purpose  of  this  volume  to  show  the  nature, 
the  growth,  and  the  probable  future  of  advertising  as 
a  department  of  the  business  world,  the  divisions  and 
extent  of  the  field,  the  many  kinds  of  mediums  em- 
ployed to  reach  the  buying  public,  and  the  various 
opportunities  for  employment  to  be  found  in  publicity 
work,  from  the  highest  positions  down  through  the 
business  routines.  Especial  emphasis  is  placed  upon 
the  demands  made  upon  the  individual,  the  conditions 
generally  recognized  as  necessary  for  success,  and  the 
rewards  that  may  be  found  In  this  vocation, —  or  the 
more  vital  facts  that  should  be  known  by  the  voca- 
tional counselor,  the  parent,  the  young  man  or  young 
woman,  and  the  boy  or  girl  who  wishes  to  know 
whether  to  enter  the  occupation,  or  to  prepare  for  It 
in  the  school  and  college  courses  recently  established. 

It  Is,  then,  our  purpose  to  present  clearly  the  im- 
portant facts  that  characterize  advertising  as  a  voca- 
tion. Many  books  by  advertising  men,  of  the  highest 
authority  in  divisions  of  the  field  or  in  the  general 
field,  have  been  written  on  the  various  phases  of  adver- 
tising, for  the  conduct  of  business  and  for  persons 
already  engaged  in  it.  Yet  none  of  these  books  pre- 
sents it  distinctly  as  a  calling  to  be  desired  by  some 
or  avoided  by  others  of  the  young  workers  of  the 
world. 


412743 


VI  PREFACE 

Advertising  is  here  treated  as  a  business,  rather  than 
a  profession,  in  keeping  with  the  generally  accepted 
divisions  of  the  occupations, —  manual,  mercantile,  and 
professional, —  and  in  conformity  also  with  the  classi- 
fication made  by  the  Federal  Government.  Account- 
ing in  business  is  clearly  a  profession;  and,  aside  from 
the  art  department,  the  higher  positions  in  advertising, 
such  as  those  of  manager,  director,  solicitor,  and  copy 
writer,  are  semi-professional  and  demand  an  increasing 
degree  of  training  and  specialization.  On  the  other 
side  the  occupation  verges  upon  the  trades  of  the 
printer  and  engraver.  It  is  a  wide  field  of  greatly 
varying  nature  and  opportunity. 

The  plan  in  preparing  this  study  has  been  to  pre- 
sent the  modern  conception  of  advertising  as  a  public 
service,  its  development  from  earlier  times  down  to 
the  present,  and  the  other  large  natural  divisions  that 
mark  the  occupation,  in  consecutive  chapters,  down  to 
the  ethical  demands  now  made  upon  it  by  the  business 
world. 

In  books  on  advertising  the  usual  distinctions  are, 
"  sellers  of  space,"  "  sellers  of  advertising,"  and 
"  buyers  of  advertising,"  following  the  divisions  of 
medium,  agent,  and  advertiser.  It  is  not  thought  best, 
however,  in  presenting  advertising  as  a  vocation  rather 
than  as  a  business,  to  follow  this  classification.  Yet 
the  divisions  of  the  field  here  made  are  those  recognized 
in  the  main  by  advertising  authorities.  There  are 
manufacturers  and  dealers  who  must  advertise,  and 
the  many  managers  and  workers,  including  the  modern 
agencies,  who  must  perform  this  service.     There  are 


PREFACE  VU 

the  numerous  forms  and  methods  of  publicity,  and  the 
many  mediums  through  which  news  and  announcements 
about  merchandise  or  various  other  things  must  be 
presented  to  public  attention,  for  the  purpose  of  in- 
creased sales.  The  division  of  the  periodical  mediums, 
for  example,  here  made  is  that  of  Mr.  Earnest  Elmo 
Calkins,  an  eminent  authority,  in  his  recent  book,  "  The 
Business  of  Advertising,"  and  in  part  that  of  the 
American  Newspaper  Publishers'  Association,  the  lead- 
ing organization  of  its  kind. 

This  book  has  been  written  as  the  result  of  investi- 
gations into  the  various  divisions  of  the  field,  in  fac- 
tory offices,  store,  agency,  public  service  corporation, 
or  sign  shop,  and  interviews  with  persons  in  all  grades 
of  the  work.  The  material  was  gathered  by  the  author 
while  serving  the  Vocation  Bureau  of  Boston,  the 
precursor  of  the  Harvard  Bureau  of  Vocational  Guid- 
ance. All  available  authorities  and  sources  have 
been  consulted  at  every  step  in  the  undertaking, 
and  the  material  has  been  submitted  to  advertising 
managers  and  others  in  its  preparation  and  in  its  final 
form.  So  that  while  the  study  has  been  made,  from 
an  impartial  outside  viewpoint,  solely  to  show  the 
occupation  as  it  really  is  to-day,  it  nevertheless  presents 
the  consensus  of  opinion  of  representative  advertising 
and  business  men. 

Hearty  acknowledgment  for  cooperation,  suggestion, 
and  substantial  aid  in  the  preparation  of  this  book  is 
hereby  made  to  the  following  persons  and  organiza- 
tions : 

The  Pilgrim  Publicity  Association,  Boston,  whose 


VI 11  PREFACE 

Board  of  Directors  formally  endorsed  '*  the  plan  for  a 
survey  of  the  advertising  business,"  and  whose  mem- 
bers gave  valuable  aid  throughout  the  work. 

Paul  Terry  Cherlngton,  Professor  of  Marketing  In 
the  Graduate  School  of  Business  Administration,  Har- 
vard University. 

Mr.  Frank  A.  Black,  of  the  Pilgrim  Publicity  Asso- 
ciation, Advertising  Manager,  William  Fllene's  Sons 
Co.,  Boston. 

Mr.  George  B.  Gallup,  President  of  the  Pilgrim  Pub- 
licity Association,  and  Publisher  of  The  fVoman's 
Journal,  Boston. 

Mr.  Patrick  F.  O'Keefe,  of  the  Patrick  F.  O'Keefe 
Advertising  Agency,  Boston. 

Mr.  Earnest  Elmo  Calkins,  of  Calkins  and  Holden, 
Advertising  Agents,  New  York. 

Mr.  Herbert  S.  Houston,  of  the  Werld's  Work, 
New  York. 

Mr.  L.  G.  Wright,  Managing  Editor,  Printers*  Ink, 
New  York. 

The  Research  Department,  Printers*  Ink. 

Mr.  David  L.  Lawlor,  of  the  Boston  office  of 
Printers*  Ink. 

Mr.  G.  G.  Wyant,  Editor  of  the  Bookman,  Dodd, 
Mead  and  Company,  Inc.,  New  York. 

Mr.  E.  T.  Meredith,  Publisher  of  Successful  Farm- 
ing, Des  Moines,  Iowa. 

Mr.  Roy  O.  Randall,  Editor  of  the  Poster,  Poster 
Advertising  Association,  Chicago. 

Mr.  Lewellyn  E.  Pratt,  Lewellyn  E.  Pratt,  Inc., 
Special  Advertising  Service,   New  York. 


PREFACE  IX 

Mr.  Carl  Hunt,  Editor  of  Associated  Advertising, 
Indianapolis. 

Mr.  W.  G.  Dennison,  Advertising  Manager,  Rice 
and  Hutchins,  Boston. 

Mr.  Charles  D.  W.  Marcy,  of  Sampson  and  Mur- 
dock  Co.,  Publishers,  Boston. 

Mr.  A.  L.  Gale,  Editor  of  Agricultural  Advertising, 
Chicago. 

Mr.  Carl  Crossland,  of  the  Advertising  World, 
Columbus,  Ohio. 

Mr.  H.  C.  Menefee,  Manager  of  Signs  of  the  Times, 
Cincinnati. 

Miss  Agnes  Hassett,  Advertising  Editor  of  the 
Modern  Pris cilia,  Boston. 

Mrs.  Alice  R.  Carroll,  Motion  Picture  Publicity 
Adviser,  Boston. 

Mr.  John  Landesco,  Central  Continuation  School, 
Milwaukee,  Wisconsin.  For  help  in  gathering  infor- 
mation on  newspaper  advertising. 

The  advertising  departments  of  the  Boston  Globe, 
the  Boston  Transcript,  the  Boston  Herald,  the  Boston 
Post,  and  the  Boston  Journal, 

The  American  Newspaper  Publishers'  Association, 
New  York. 

Frederick  J.  Allen. 
Bureau  of  Vocational  Guidance, 

Division  of  Education,  Har- 
vard University. 


INTRODUCTION 

Few  people  have  an  entirely  neutral  attitude  toward 
advertising.  The  business  by  its  very  nature  compels 
interest  and  this  Interest  speedily  drives  one  either  into 
bitter  enmity  or  violent  championship. 

A  serious  handicap  to  the  constructive  expansion  of 
advertising  has  been  the  violent  partisanship  aroused 
by  the  various  phases  of  the  business.  It  Is  a  grave 
question  whether  a  correct  appraisement  of  advertising 
as  a  factor  in  modern  business  has  been  retarded  more 
by  Ignorant  denunciation  or  by  Ignorant  championship. 
One  of  the  great  needs  of  the  advertising  business 
Is  that  the  universal  Interest  In  It  should  be  more  In- 
telligent. This  is  equally  true  whether  the  Interest 
concerns  itself  with  advertising  as  a  factor  In  distribu- 
tion, or  with  advertising  as  a  means  of  livelihood. 

As  a  factor  In  distribution,  advertising  essentially 
is  a  means  for  making  known  to  consumers  the  nature 
of  goods  offered  for  sale  and  their  adaptability  to  the 
consumers*  known  or  possible  wants.  In  many  cases 
it  is  the  cheapest  and  most  effective  means  available  for 
minimizing  or  actually  reducing  the  losses  Involved  In 
bringing  about  an  accurate  adjustment  between  prob- 
lems of  production  and  problems  of  consumption. 
The  true  nature  of  advertising  Is  being  appreciated 
but  slowly  outside  the  ranks  of  what  may  be  called 

zi 


XU  INTRODUCTION 

"  advertising  men."  But  notwithstanding  the  slow- 
ness, this  appreciation  Is  unmistakably  spreading  year 
by  year.  The  time  will  come,  perhaps  not  soon,  but 
nevertheless  surely,  when  even  those  most  unfamiliar 
with  the  real  operations  of  advertising  will  be  forced 
to  recognize  It  as  a  useful  and  economical  marketing 
device.  This  recognition  is  so  sure  to  come  that  the 
friends  of  advertising  can  afford  to  be  patient  and 
mild,  though  persistent,  in  their  championship.  Noth- 
ing will  hasten  the  appreciation  of  the  true  value  of 
advertising  so  much  as  the  spread  of  a  real  and  ac- 
curate knowledge  of  what  the  work  of  advertising  is, 
and  how  this  work  is  done. 

As  a  means  of  livelihood  or  as  a  "  calling,"  adver- 
tising is  an  alluring  field.  But  the  business  is  so  vari- 
ously subdivided  that  the  newcomer  in  it  frequently 
finds  himself  at  a  loss  to  know  how  to  make  progress. 
The  avenues  of  entrance  into  the  business  are  bewilder- 
ing. A  score  of  advertising  men,  if  asked  to  give 
their  views  as  to  the  best  means  of  entering  the  busi- 
ness, would  probably  give  at  least  a  score  of  separate 
answers.  One  would  argue  that  the  best  entrance  into 
the  business  Is  through  the  solicitation  of  advertise- 
ments for  a  daily  paper.  Another  would  contend  with 
equal  vigor  for  some  form  of  agency  work.  The 
probabilities  are  that  the  novice  going  into  the  business 
by  any  one  of  these  entrances  would  soon  find  himself 
at  a  loss  to  know  how  he  could  get  ahead  either  in 
his  own  line  of  work  or  In  some  other  phase  of  adver- 
tising which  might  appear  to  him  more  attractive  than 
that  to  which  he  had  at  first  been  drawn.     Not  only 


INTRODUCTION  Xlll 

are  the  entrances  Into  the  business  bewildering,  but  the 
course  of  progress  is  devious,  and  the  necessary  train- 
ing for  advancement  is  exacting  and  complicated. 
Moreover,  the  opportunities  for  securing  the  necessary 
training  are  not  adequate.  In  most  departments  of 
advertising  the  daily  work  is  done  at  high  pressure  and 
there  is  not  sufficient  provision  made  for  helping  those 
who  are  ambitious  for  advancement  to  get  from  the| 
performance  of  their  daily  work  the  sense  of  propor- 
tion which  is  necessary  for  consistent  advancement. 

The  task  before  the  writer  of  this  volume  is  mainly 
the  arousing  of  a  more  Intelligent  interest  In  the  busi- 
ness of  advertising  as  a  calling.  The  book  aims  to 
set  forth  some  of  the  main  points  which  must  be  con- 
sidered in  attempting  to  appreciate  advertising  as  a 
business  just  as  various  publications  which  have  ap- 
peared during  the  last  four  or  five  years  aim  to  present 
a  clear  statement  of  the  place  of  advertising  as  a 
factor  In  distribution.  It  ought  to  be  of  distinct  serv- 
ice in  helping  one  to  choose  that  side  of  the  advertising 
business  to  which  his  talents  are  best  adapted.  It 
ought  to  be  valuable  in  suggesting  means  for  prepar- 
ing for  a  line  of  work  once  chosen.  It  ought  to 
serve  a  useful  purpose,  also,  in  assisting  any  ambitious 
person  engaged  in  advertising  as  a  vocation  to  choose 
a  well-defined  goal  within  the  business  and  to  work 
toward  it  consistently. 

Paul  T.  Cherington, 
Professor  of  Marketing, 
Graduate  School  of  Business  Administration, 
Harvard  University 


TABLE  OF  CONTENTS 

PAGE 

Preface   v 

Introduction xi 


CHAPTER  I 

The  New  Conception  of  Advertising:  Service  to 

TJiL-Eii^IC I 

The  Old  Conception I 

The  Changing  View 2 

Advertising,  therefore,  a  Service  to  the  Public      .      .  2 


CHAPTER  II 

The  Growth  of  Advertising 4 

The  Advertising  Age 4 

The  Public  Crier 5 

The  Early  Shopkeeper's  Sign 6 

Announcement  by  Handwriting 6 

The  Invention  of  Printing 6 

The  Power  of  the  Printing-Press 7 

English  Newspaper  Advertising 8 

American  Periodical  Advertising 9 

The  Railway  and  Business  Expansion 10 

Science  and  Invention ii 

The  Amount  of  Money  Annually  Expended  in  Ad- 
vertising       II 

XV 


XVI  CONTENTS 

CHAPTER  III 

PAGE 

The  Mediums  OF  Advertising 15 

The  Four  Chief  Classes  of  Mediums 15 

The  Number  of  American  Periodicals 16 

«»The  Newspaper 16 

Kinds  of  Newspapers 16 

The  Metropolitan  Daily     ,      . 17 

"The  Magazines 17 

The  Standard  Magazines 18 

The  Women's  Magazines 18 

The  Children's  Magazines 19 

The  Country  Weekly 19 

An  Estimate  of  the  Possibilities  of  Country  Advertis- 
ing          20 

'The  Religious  Paper 21 

The  Official  Publication 22 

The  Mail  Order  Paper 22 

The  Class  or  Trade  Paper 23 

The  Street  Cars 23 

The  Billboard 25 

Other  Advertising  Mediums 26 

The  Theater  Program 26 

School  and  College  Publications 26 

Directories 26 

Advertising  Novelties 26 

Window  Display 27 

The  Trade-Mark 27 

The  Catch-Phrase 27 

The  Emblematic  Figure 28 

Samples 28 

CHAPTER  IV 

Retail  Advertising 29 

The  Advertising  of  the  Small  Retail  Store       ...  29 

The  Advertising  of  the  Large  Retail  Store     ...  30 

The  Importance  of  Retail  Advertising       ....  30 
The  Policies  and  Plans  of  Retail  Advertising  .      .      .31 


CONTENTS  XVll 

PAGE 

The  Amount  of  Money  to  be  Spent  in  Retail  Advertis- 
ing         33 

The  Apportionment  of  Money  Used  in  Retail  Adver- 
tising   34 

The  Natural  Divisions  of  Retail  Advertising  ...  37 

Retail  Newspaper  Advertising 38 

Positions  in  the  Newspaper  Division  of  Retail  Adver- 
tising  . 39 

The  Advertising  Manager 39 

The  Assistant  Advertising  Manager 41 

The  Secretary 41 

The  Copy  Writer 41 

The  Artist 42 

The  Stenographer 43 

The  Clerk 43 

The  Office  Boy  ... 43 

Constructing  a  Retail  Advertisement 43 

The  Display  Department 45 

The  Positions  in  the  Display  Department  ....  46 

The  Display  Manager 47 

The  Assistant  Display  Manager 47 

The  Secretary 47 

The  Window  Decorator 48 

The  Interior  Decorator 48 

The  Office  Man 49 

The  Sign  Man 49 

The  Artist 49 

The  Style  Expert 50 

Advertising  Material  Supplied  by  the  Manufacturer  .  50 

Department  Store  Mailing  Matter 50 

Two  Kinds  of  Mail  Order  Business 51 

The  Features  of  Mail  Order  Business  in  the  Retail 

Store 51 

The  Mail  Order  Manager 53 

The  Assistant  Mail  Order  Manager 54 

The  Correspondent 54 

The  Letter  Marker 55 

The  Filing  Clerk 55 

The  Shopper 55 


XVlll  CONTENTS 

PAGE 

The  Messenger 56 

A  Summary  of  the  Divisions  of  Advertising  in  the 

Mail  Order  House 56 

CHAPTER  V 

The  Advertising  of  Manufactures 58 

Advertising  by  the  Manufacturer 58 

The  Relation  of  Advertising  to  Manufacture  ...  59 
A  Statement  by  the  Advertising  Manager  of  a  Well- 

Known  Manufacturing  Company 60 

Positions  in  the  Advertising  Department  of  a  Manu- 
facturing Company 61 

The  Advertising  Manager 63 

The  Two  Fields  of  Advertising  in  Manufacture  .      .  63 

General  Advertising 64 

Advertising  Service  for  the  Dealer 64 

CHAPTER  VI 

Periodical  Advertising 66 

The  Newspaper 66 

The  Kinds  of  Newspaper  Advertising 66 

Newspaper  Revenue 68 

Newspaper  Advertising  Rates 68 

Sample  Rate  Cards  of  a  Daily  Paper 69 

Advertising  Rates 69 

Want  Classifications 70 

Organization  in  Newspaper  Advertising  ....  71 

The  Advertising  Manager 72 

The  Newspaper  Advertising  Solicitor 75 

The  Financial  Solicitor 76 

The  Automobile  Solicitor 76 

The  Mercantile  Solicitor 76 

The  Indoor  Solicitor 77 

The  Classified  Desk  Man 77 

The  Foreign  Solicitor 78 

The  Clerk 79 

The  Stenographer     . 79 


CONTENTS  XIX 

PAGE 

The  Office  Boy 79 

Magazine  Advertising 80 

The  Divisions  of  Magazine  Advertising     ....  81 
The  Positions  Connected  with  the  Magazine  Adver- 
tising Office 83 

The  Advertising  Director 83 

The  Editorial  Advertising  Writer 84 

A  Typical  Advertising  Guarantee 84 

Magazine  Advertising  Rates 85 

Rate  Card 85 

Foreign  Magazine  Advertising 86 

The  Territorial  Manager 87 

The  Division  Manager 87 

The  Service  Man 88 

Advertising  in  the  Case  of  the  Lesser  Periodical  Medi- 
ums        88 

CHAPTER  VII 

The  Advertising  Agency 90 

The  Advertising  Agent 90 

The  Advertising  Agency 91 

The  Natural  Features  of  the  Advertising  Agency  .      .  91 

The  Advertising  Agency  Staff     ....          .      .  94 

The  Plan  Man 95 

The  Agency  Advertising  Solicitor 96 

The  Rate  Man 97 

The  Copy  Writer 97 

The  Layout  Man 98 

The  Art  Manager 98 

The  Platform  of  the  Association  of  New  York  Adver- 
tising Agents 99 

CHAPTER  VIII 

Opportunities  in  Special  Forms  of  Advertising  .     .  103 

Agricultural  Advertising 104 

Specialty  Advertising 106 

Street  Car  Advertising 107 


XX  CONTENTS 

PAGE 

Poster  Advertising io8 

Directory  Advertising 109 

Printing  Advertising 11 1 

y  Motion  Picture  Advertising ill 

Financial  Advertising 112 

Bill  Posting 113 

Sign  Painting 114 

Lettering 114 

Publicity  Designer 114 

Community  Advertising 115 

Public  Service  Advertising 116 

Theatrical  Advertising 116 

Advertising  Counselor I17 

Legal  Adviser  in  Advertising 118 


CHAPTER  IX 

Qualities,  Training,  Conditions,  and  Rewards  in 

Advertising 119 

The  Qualities  Necessary  for  Success  in  Advertising     .119. 
Qualities  Required  in  the  Routine  Positions     .      .      .121 
Three  Essential  Divisions  of  Advertising  Workers     .    122 

Training  for  Advertising 122 

The  Usual  Educational  Requirements  for  Advertising 

Work 124 

Typical  Courses  Given  by  a  Well-Known  College  of 

Business  Administration 124 

Statement  by  an  Advertising  Authority       .      .      .      .126 
The  Qualifications  of  an  Advertising  Manager     .      .128 

Earnings  in  Advertising  Work 130 

Quotation  from  an  Advertising  Authority       .      .      .132 

Promotion 133 

Employment  Conditions  in  Advertising     .      .      .      .135 

^  Women  in  Advertising 136 

Advertising  Clubs 136 

The  Periodical  Publishers'  Association  .  .  .  .137 
The  American  Newspaper  Publishers'  Association  .  137 
The  Association  of  Advertising  Agents  .  .  .  .137 
The  Association  of  National  Advertisers      .      .      .137 


CONTENTS  XXI 

PAGE 

The  Audit  Bureau  of  Circulations 137 

The  Associated  Advertising  Clubs  of  the  World  .  137 
The  National  Advertising  Commission  ....  137 
The  American  Association  of  Advertising  Agencies  137 
hsLWS  Against  Fraudulent  Advertising  .  .  .  .138 
Statement  by  the  President  of  the  Associated  Adver- 
tising Clubs  of  the  World 139 

CHAPTER  X 

Advertising  Ethics 141 

Standards  of  Practice  Adopted  by  the  Associated 
Advertising  Clubs  of  the  World  and  Supple- 
mentary Material 141 

Preamble 141 

Agricultural  Publications 142 

Business  Papers I44 

Direct  Advertising 145 

Directories I47 

General  Advertisers 149 

Magazines 150 

General  Advertising  Agents 151 

House  Organs I53 

Newspapers I55 

Outdoor  Advertisers I55 

Photo-Engravers I57 

Printing 159 

Religious  Publications 160 

Retailers 161 

Specialty  Advertising  Manufacturers 163 

Bibliography 167 

Journals  of  Advertising 170 

List  of  Articles  that  Have  Appeared  in  Printers' 

Ink  Regarding  Advertising  as  a  Vocation     .  172 

Index i75 


LIST  OF  DIAGRAMS 

PAGE 

Major  and   Minor  Divisions  of   the  Field   of  Advertis- 
ing     Frontispiece 

Diagram  of  the  Natural  Features  of  Retail  Advertising    .     36 

Diagram  of  Positions  in  the  Major  or  Newspaper  Division 

of  Retail  Advertising      ....  ....     40 

Diagram  of  Positions  in  the  Display  Department  ...     46 

Diagram  of  the  Features  of  the  Mail  Order  Department  .      52 

Diagram  of  Positions  in  the  Mail  Order  Department  .      .      53 

Diagram  of  Positions  in  the  Advertising  Department  of  a 

Manufacturing  Company 62 

Diagram  of  Positions  in  Newspaper  Advertising     .      .      .73 

Diagram  of  the  Natural  Divisions  of  Magazine  Advertis- 
ing      82 

Diagram  of  the  Usual  Positions  in  Magazine  Advertising     83 

Diagram  of  the  Leading  Positions  in  Foreign  Magazine 

Advertising 87 

Diagram    of    the    Natural    Features   of    the    Advertising 

Agency 92 


ADVERTISING  AS  A  VOCATION 


CHAPTER  I 

THE    NEW    CONCEPTION   OF   ADVERTISING: 
SERVICE    TO   THE    PUBLIC 

The  Old  Conception.  Formerly  advertising  was 
a  feature  of  business  of  interest  mainly  to  the  person 
who  had  merchandise  to  sell,  or  to  the  newspaper  or 
magazine  that  might  profit  by  printing  the  advertise- 
ment. The  manufacturer  could  sell  his  product  but 
slowly  in  most  cases  without  sending  out  advance  infor- 
mation concerning  it,  and  the  storekeeper  or  other  re- 
tailer felt  compelled  by  self-interest  to  make  his  wares 
known  by  every  possible  means.  The  periodical  press 
gradually  readjusted  itself  to  the  changing  conditions 
and  demands  of  business  and  thereby  gained  a  new  and 
important  means  of  revenue.  The  following  chapter, 
on  "  The  Growth  of  Advertising,"  reviews  this  long 
period  of  advertising  and  of  trade  development,  the 
two  expanding  steadily  together.  The  buying  public 
was  regarded  chiefly  as  a  source  from  which  money 
could  be  drawn  by  enticing  and  frequently  misleading 
and  false  statements  about  articles  of  merchandise. 
This  fact  has  become  so  fixed  in  the  public  mind  that 
even  the  most  conservative  and  legitimate  forms  of 


?^^^  f  ^:'.  :^vADy^RTI&ING   AS   A   VOCATION 

publicity  have  often  suffered  from  the  disfavor  brought 
upon  this  division  of  business  by  advertising  methods 
in  the  past. 

The  Changing  View.  Within  recent  years,  how- 
ever, with  the  changing  ideas  upon  community  service, 
marked  by  modern  philanthropy,  the  new  education, 
and  growing  cooperation  In  the  business  world,  a  new 
conception  of  advertising  has  arisen.  The  progressive 
merchant  no  longer  thinks  merely  of  a  certain  volume 
of  business  to  achieve,  a  definite  profit  upon  his  invest- 
ment, or  the  fame  of4eadIng  In  his  line  in  the  trade 
of  the  community.  He  has  come  to  realize  that  the 
buyer  is  entitled  to  know  the  truth  about  the  goods 
which  are-  offered  for  sale,  that  fair  prices  and  sub- 
stantial values,  with  honest  statements  in  advertising, 
bring  the  best  good  to  both  buyer  and  seller.  Many 
of  the  most  w^orthy  and  successful  manufacturers  and 
merchants  of  recent  years  have  built  their  success  upon 
this  principle.  These  are  the  conservative  men  of 
trade,  in  reality  men  of  progress  and  leadership,  men 
who  set  the  standard  for  publicity  and  business 
methods. 

Advertising,  Therefore,  a  Service  to  the  Public. 
Advertising  holds  Its  place  unquestionably  side  by  side 
with  the  news  of  the  day.  As  the  news  gatherer  and 
publisher  strive  to  collect  and  disseminate  reliable  and 
accurate  information  about  current  events,  about  the 
world  of  men  and  things,  so  the  modern  advertiser 
tries  to  Inform  the  reader  where  to  find  the  most  de- 
sirable merchandise  most  easily  and  at  the  right  prices. 
And  the  average  reader,  the  busy  worker  hurrying  to 


THE    NEW    CONCEPTION    OF   ADVERTISING  3 

his  factory  or  shop  In  the  morning,  the  home  maker 
who  has  but  a  limited  time  to  spend  at  the  store,  and 
all  who  must  buy  with  a  strict  economy  of  time  and 
money  are  consciously  Indebted  to  the  honest  adver- 
tiser of  the  necessities  of  life.  His  service  to  the  In- 
dividual and  to  the  community  should  be  computed  not 
only  In  dollars  and  cents  but  In  terms  of  contentment 
and  .prosperity.  He  contributes  to  the  general  wel- 
fare. Moreover  he  has  a  high  duty  so  to  contribute, 
as  ha's  the  lawyer,  physician,  or  other  professional  man 
who  lives  by  the  patronage  of  the  community  and  who 
must  give  his  best  service  in  return,  under  recognized 
ethical  standards. 

Moreover,  the  service  of  advertising  is  not  confined 
to  the  world  of  trade.  There  are  innumerable  good 
causes  which  must  ever  depend  upon  the  best  and  most 
skillful  methods  of  publicity  for  their  success  and  use- 
fulness to  mankind. 


CHAPTER  II 

THE    GROWTH    OF  ADVERTISING 

The  Advertising  Age.  This  is  the  age  of  adver- 
tising. The  custom  Itself  is  as  old  as  barter  and 
trade.  The  occupation,  however,  has  become  Impor- 
tant within  a  generation  and  has  achieved  its  greatest 
growth  within  the  last  ten  years.  A  generation  ago 
an  advertising  campaign  was  comparatively  rare,  and 
the  expenditure  of  a  considerable  amount  of  money  to 
inform  the  public  of  merchandise  for  sale  was  viewed 
with  wonderment  and  suspicion.  Now  a  publicity 
campaign  is  regarded  as  an  essential  adjunct, to  sell- 
ing, and  the  advertising  manager  is  held  responsible 
with  the  sales  manager  to  secure  the  business  for  which 
a  firm  exists.  He  builds  up  an  elaborate  organization 
of  trained  workers  and  establishes  a  system  that  chal- 
lenges modern  business  by  its  progressive  spirit  and 
ideas. 

No  formal  definition  of  advertising,  or  publicity,  as 
it  is  less  frequently  called,  has  yet  been  accepted  by 
the  occupation.  Simply  stated,  advertising  Is  the 
means  taken  to  attract  attention  to  an  article  or  serv- 
ice that  is  for  sale.  By  this  we  mean  not  the  false 
and  dishonest  methods  of  unprincipled  men  and  com- 
panies that  have  marked  publicity,  especially  in  its 
earlier  stages,  but  the  fair  and  honest  statements  put 

4 


THE    GROWTH    OF    ADVERTISING  5 

forth  by  those  who  are  selling  reliable  merchandise  to 
an  intelligent  and  thinking  public.  Advertising  con- 
sists in  setting  before  the  buyer  the  plain  news  of  arti- 
cles of  manufacture  and  commerce.  It  presents  the 
world  of  business  to  the  public  mind.  We  are  to 
think  of  it,  then,  as  a  legitimate  and  necessary  devel- 
opment of  modern  business,  and  still  in  the  expanding 
stage.  It  is  an  uncharted  field  whose  exploration  be- 
longs to  us  in  the  present  volume. 

The  terms  "  advertising "  and  "  publicity "  are 
both  in  use,  often  with  little  distinction;  frequently, 
however,  large  businesrs  concerns  use  the  newer  term, 
publicity,  to  include  all  means  and  features  by  which  a 
firm  appeals  to  the  public,  and  the  older  term,  advertis- 
ing, to  indicate  the  more  direct  and  usual  forms  of 
seeking  trade  through  newspapers  and  other  mediums. 
Thus  a  firm  may  have  both  a  publicity  manager  and  an 
advertising  manager  under  him. 

The  Public  Crier.  The  public  crier  or  herald  was 
known  among  all  ancient  peoples.  He  announced  to 
the  public  official  proclamations  and  important  coming 
events.  The  herald  was  sent  from  city  to  city  with 
messages  of  timely  interest  and  from  the  earliest  times 
his  person  was  held  inviolate.  Later,  tradesmen  were 
allowed  to  cry  out  sales  of  their  merchandise  upon  the 
streets  or  at  their  shop  doors.  In  the  Middle  Ages 
this  was  a  part  of  the  duty  of  an  apprentice. 

The  "  town  crier  "  is  well  known  as  a  useful  official 
in  Colonial  times  in  this  country. 

To-day  the  crying  out  of  wares  upon  the  street  is 
confined  mainly  to  the  huckster  and  the  newsboy. 


6  ADVERTISING   AS   A    VOCATION 

The  Early  Shopkeeper's  Sign.  The  small  shops 
or  stores  of  American  Colonial  days  had  not  the  elab- 
orate painted  signs  of  the  present  time.  Many  of  the 
people  could  not  read,  even  if  sign  painting  had  been 
the  custom.  The  shopkeeper  set  up  over  his  door, 
where  the  passer-by  could  easily  see  it,  a  wooden  or 
metal  figure  made  in  imitation  of  the  article  sold 
within,  at  a  time  when  tradesmen  dealt  almost  entirely 
in  single  or  limited  lines  of  merchandise.  Thus  a 
shoemaker  hung  up  a  wooden  boot,  a  hatter  a  hat 
made  from  a  piece  of  stove  pipe, —  whence  the  name, 
*'  stove-pipe  hat," —  and  a  tobacco  dealer  stood  the 
wooden  figure  of  an  Indian  before  his  door.  The  well- 
known  barber's  pole  is  the  most  conspicuous  sign  of 
this  kind  now  in  use. 

Public  houses  especially  followed  the  custom  of  the 
early  hanging  figure  or  sign.  '*  The  Red  Lion  Inn  " 
and  "  The  Green  Dragon  Tavern  "  are  well-known 
names  in  Colonial  history. 

Announcement  by  Handwriting.  In  ancient  times, 
before  the  invention  of  printing,  announcements  of 
property  for  sale  and  notices  of  coming  events  or  mat- 
ters of  public  interest  were  often  made  in  writing,  on 
convenient  spaces  on  the  walls  of  buildings  or  in  public 
places.  Hence  the  origin  of  the  modern  poster  and 
bulletin  board,  following  printing. 

Even  now  many  a  trade-mark  or  distinctive  part  of 
an  advertisement  stands  in  the  handwriting  of  the  pro- 
prietor of  a  business  or  the  manufacturer  of  an  article 
of  merchandise. 

The  Invention  of  Printing.     In  the  modern  sense 


THE   GROWTH    OF    ADVERTISING  7 

advertising  arose  with  the  invention  of  printing  which 
made  possible  the  multiplication  of  announcements,  in 
the  form  of  the  poster,  handbill,  and  circular.  The 
first  handbill  of  which  we  have  any  evidence  was 
printed  in  England  in  1480,  but  it  took  two  centuries 
for  printing  largely  to  displace  handwriting. 

In  recent  times  printing  has  become  in  a  thousand- 
fold sense  the  servant  of  business  and  industry,  speak- 
ing to  the  world  of  every  form  of  human  activity. 
Popular  education  has  advanced  and  general  intelli- 
gence has  increased.  Newspapers  and  magazines 
have  entered  the  homes  of  the  people  everywhere,  and 
more  truly  than  in  any  former  age,  "  Of  the  making 
of  many  books  there  is  no  end." 

The  Power  of  the  Printing-Press.  An  excellent 
summary  of  the  service  of  printing  to  the  world  is 
given  in  the  following  model  advertisement  of  the 
printing-press  sold  by  a  well-known  manufacturer :  ^ 

I    AM    THE    PRINTING-PRESS 

I  am  the  printing-press,  born  of  the  mother  earth.  My 
heart  is  of  steel,  my  limbs  are  of  iron,  and  my  fingers  are  of 
brass. 

I  sing  the  songs  of  the  world,  the  oratorios  of  history,  the 
symphonies  of  all  time. 

I  am  the  voice  of  to-day,  the  herald  of  to-morrow.  I  weave 
into  the  warp  of  the  past  the  woof  of  the  future.  I  tell  the 
stories  of  peace  and  war  alike. 

I  make  the  human  heart  beat  with  passion  or  tenderness.  I 
stir  the  pulse  of  nations,  and  make  brave  men  do  brave  deeds, 
and  soldiers  die. 

1  From  "  Newspaper  Advertising."  G.  H.  E.  Hawkins.  Advertis- 
ers Publishing  Co. 


8  ADVERTISING   AS   A   VOCATION 

I  inspire  the  midnight  toiler,  weary  at  his  loom,  to  lift  his 
head  again  and  gaze,  with  fearlessness,  into  the  vast  beyond, 
seeking  the  consolation  of  a  hope  eternal. 

When  I  speak  a  myriad  of  people  listen  to  my  voice.  The 
Anglo-Saxon,  the  Celt,  the  Hun,  the  Slav,  the  Hindu,  all  com- 
prehend me. 

I  am  the  tireless  clarion  of  the  news.  I  cry  your  joys  and 
sorrows  every  hour.  I  fill  the  dullard's  mind  with  thoughts 
uplifting.  I  am  light,  knowledge,  and  power.  I  epitomize  the 
conquests  of  mind  over  matter. 

I  am  the  record  of  all  things  mankind  has  achieved.  My 
offspring  comes  to  you  in  the  candle's  glow,  amid  the  dim  lights 
of  poverty,  the  splendor  of  riches ;  at  sunrise,  at  high  noon,  and 
in  the  waning  evening. 

I  am  the  laughter  and  tears  of  the  world,  and  I  shall  never 
die  until  all  things  return  to  the  immutable  dust. 

I  am  the  printing-press. 

English  Newspaper  Advertising.  Advertising 
made  some  progress  in  the  weekly  and  irregular  sheets 
that  passed  for  newspapers  in  the  seventeenth  century. 
The  attitude,  however,  of  the  newspaper  of  the  time 
toward  advertising  Is  Indicated  by  the  following  which 
appeared  in  the  London  Gazette  in  1666: 

"  An  Advertisement  —  Being  daily  prest  to  the  Publication 
of  Books,  Medicines,  and  other  things  not  properly  the  business 
of  a  Paper  of  Intelligence.  This  is  to  notifie,  once  for  all,  that 
we  will  not  charge  the  Gazette  with  Advertisements,  unless 
they  be  matters  of  State;  but  that  a  paper  of  Advertisements 
will  be  forthwith  printed  apart,  and  recommended  to  the  Pub- 
lick  by  another  hand." 

This  Is  supposed  to  be  the  first  use  of  the  word  "  ad- 
vertisement "  In  a  newspaper. 


THE    GROWTH    OF   ADVERTISING  9 

The  first  daily  paper,  the  Daily  Courant,  was  pub- 
lished in  London  in  1709,  and  two  more  appeared  in 
1724.  Others  followed,  and  all  were  used  as  a  me- 
dium for  informing  the  public  of  merchandise  for  sale. 
But  the  English  public  was  conservative,  publishers 
were  jealous  of  the  reputation  of  their  papers,  and  the 
Crown  levied  a  tax  upon  advertisements  from  17 12  to 
1853.  Thus  advertising  in  England  is  essentially  a 
modern  practice,  as  it  is  in  other  European  countries 
as  well. 

American  Periodical  Advertising.  Advertising  in 
this  country  has  followed  the  development  of  the 
American  newspaper,  magazine,  and  other  periodicals. 
The  first  American  weekly  paper  of  importance  was 
the  Boston  News  Letter^  which  was  published  in  Bos- 
ton in  1704.  The  first  American  daily  paper,  the 
Pennsylvania  Packet ,  or  the  General  Advertiser^  ap- 
peared in  1778,  and  the  New  York  Independent  Ga- 
zette in  1787.  The  circulation  of  these  papers  was 
limited,  and  the  Boston  News  Letter  after  forty  years 
had  only  three  hundred  subscribers.  Such  papers 
carried  simple  advertisements  of  a  local  nature  in  a 
slowly  increasing  number.  American  business  and  in- 
dustry expanded  after  the  Revolution,  but  not  through 
any  marked  use  of  publicity,  rather  because  they  were 
thrown  upon  their  own  resources  and  the  demands  of 
the  times  were  many  and  urgent.  After  the  Civil 
War,  however,  with  a  wider  diffusion  of  information, 
a  larger  extension  of  business  interests  through  the 
various  states,  and  an  increasing  number  of  periodicals 
of  all  kinds,  advertising  made  more  rapid  progress, 


lO  ADVERTISING   AS   A   VOCATION 

until  recent  years  have  seen  it  established  as  an  essen- 
tial and  prime  factor  of  modern  business. 

For  thirty  years  after  the  establishment  of  maga- 
zines in  this  country,  or  until  after  the  Civil  War,  little 
use  was  made  of  them  for  advertising  purposes.  The 
fact  that  they  were  distinctly  periodicals  of  literature 
ruled  out  publicity  material  as  foreign  to  their  pages 
and  detracting  from  their  merits.  After  the  war, 
however,  they  gradually  yielded  to  the  demands  of  bus- 
iness and  printed  the  announcements  of  merchandise 
of  the  better  sort,  such  as  was  likely  to  appeal  to  their 
readers  without  giving  offense.  The  small  profits  of 
such  early  publicity  have  given  way  to  the  fabulous 
sums  received  by  the  leading  magazines  at  the  present 
time. 

The  chief  revenue  of  the  periodical  press  to-day 
comes  from  advertising  rather  than  from  circulation. 

The  Railway  and  Business  Expansion.  The  great 
manufacturer,  the  business  magnate,  the  traveling 
salesman,  the  advertising  manager  and  advertising 
agent,  all  belong  to  the  same  era,  following  the  Civil 
War  period  and  culminating  in  the  present.  Up  to 
this  time  most  lines  of  manufacture  were  small  and 
supplied  the  local  markets.  Goods  were  manufac- 
tured in  limited  quantities,  as  they  could  not  be  easily 
distributed  over  long  distances.  National  or  wide  ad- 
vertising was  little  known  because  national  distribution 
was  impracticable.  With  the  extension  of  the  rail- 
way system,  so  that  the  manufacturing  center  was  in 
touch  with  the  most  distant  community,  all  was 
changed.     Men  began  to  advertise  more  widely  and 


THE    GROWTH    OF   ADVERTISING  II 

to  enlarge  production.  Traveling  salesmen  went  on 
the  road  and  the  modern  era  of  "  big  business  "  was 
ushered  in. 

Science  and  Invention.  The  great  advance  in 
scientific  discovery  and  method  and  in  invention  and 
the  increasing  use  of  machinery,  from  the  middle  of 
the  last  century  on,  had  a  corresponding  influence  on 
manufacture  and  trade.  Newspapers  multiplied  and 
newspaper  advertising  received  a  new  impetus.  Many 
individual  articles  of  merchandise,  such  as  patent  medi- 
cines, toilet  articles,  and  mechanical  appliances,  be- 
came through  advertising  the  foundations  of  great 
modern  business  enterprises.  The  kodak,  the  moving 
picture,  and  the  automobile  are  later  examples  of  the 
phenomenal  advancement  and  influence  of  science  and 
invention. 

Science  and  invention,  increasing  manufacture  and 
trade,  modern  needs  and  modern  life,  and  all  the  means 
of  progress  in  the  dissemination  of  information  and 
in  the  distribution  of  merchandise,  have  contributed  to 
usher  in  the  present  great  era  of  advertising. 

The  Amount  of  Money  Annually  Expended  in 
Advertising.  The  amount  of  money  spent  each  year 
in  advertising  in  this  or  in  other  countries  is  entirely 
problematical.  Records  have  not  been  kept  as  in  other 
lines  of  business,  and  it  is  often  hard  to  tell  where 
publicity  ends  and  selling  begins.  The  reputation  of 
a  firm,  built  up  by  long  years  of  honest  dealing,  is  its 
strongest  asset  to  bring  continued  trade,  without  such 
expenditure  as  the  newly  established  firm  must  put 
out.     The  progressive  retail  firm,   that  counts  care- 


12  ADVERTISING   AS   A    VOCATION 

fully  all  items  of  outlay  and  income,  in  its  annual 
budget  of  expense  may  give  to  advertising  an  average 
of  two  per  cent,  of  the  expected  sales  of  the  year. 
Businesses  that  reach  the  public  only  or  mainly  by 
publicity  may  spend  much  more,  perhaps  eight  or  ten 
per  cent,  of  sales  desired.  On  the  other  hand  a  bank- 
ing institution,  which  has  scarcely  more  than  to  open 
its  doors  to  admit  business,  may  expend  only  a  fraction 
of  one  per  cent,  in  circulars,  pamphlets,  and  brief 
announcements  in  the  public  press.  Thus  the  total 
volume  of  business  does  not  on  the  whole  indicate  the 
proportion  spent  in  publicity   activities. 

All  sorts  of  estimates  have  recently  been  made,  with 
the  great  expansion  of  the  field,  upon  the  total  expendi- 
ture in  the  United  States  each  year, —  ranging  up  to 
more  than  $1,000,000,000.  Yet  the  expenditure  must 
have  passed  that  figure  as  far  back  as  1909,  accord- 
ing to  the  Federal  census.  The  census  then  gave  the 
aggregate  amount  of  money  spent  for  advertising  space 
in  periodicals  as  $337,596,288.  This  is  usually  taken 
as  one-third  of  the  total  amount  spent  in  advertising. 
The  remaining  two-thirds  is  expended  through  other 
mediums  such  as  street-car  cards,  billboards,  bulletins, 
printed  matter,  and  in  the  form  of  commissions  paid 
to  advertising  agents  and  salaries  paid  to  workers  in 
advertising  departments. 

At  the  present  time  the  total  annual  expenditure 
in  this  country  probably  approaches  $2,000,000,000. 
The  latest  and  most  authoritative  figures  upon  a  lead- 
ing division  of  the  field,  periodical  advertising,  have 


THE   GROWTH    OF   ADVERTISING  1 3 

lately  appeared  In  the  Fourth  Annual  Report  of  the 
Committee  in  Charge  of  the  Bureau  of'  Advertising 
to  the  American  Newspaper  Publishers^  Association 
Convention,  April,  19 17.  The  statistical  statement  of 
the  Bureau's  report  follows: 

Statistics  compiled  by  the  Bureau  at  the  close  of  191 5 
showed  an  average  increase  of  ten  per  cent,  over  19 14  in  na- 
tional advertising  carried  by  newspapers.  This  percentage  of 
Increase  represented  about  five  million  dollars,  bringing  the 
total  amount  of  general  advertising  carried  by  newspapers  in 
1915  up  to  $55,000,000. 

In  19 1 6,  it  is  estimated  that  newspapers  gained  about  thirty- 
five  per  cent,  in  general  advertising  over  191 5,  so  that  slightly 
more  than  $75,000,000  vras  spent  by  national  advertisers  in 
our  medium  last  year. 

Gains  were  scored  during  19 16  by  the  newspapers'  nearest 
competitors, —  the  magazines,  which,  with  the  exception  of  the 
weekly  publications,  showed  a  loss  for  191 5. 

The  largest  gains  in  the  magazine  field  during  last  year  were 
made  by  the  weeklies,  whose  linage  showed  a  twenty-seven 
per  cent,  increase  over  the  previous  year.  Women's  publica- 
tions came  next  with  a  twenty-six  per  cent,  increase  while  the 
group  commonly  referred  to  as  '*  class  publications "  had  a 
twenty-five  per  cent.  Increase. 

General  magazines,  which  group  includes  the  largest  classi- 
fication of  national  publications,  showed  an  increase  of  fifteen 
per  cent. 

In  the  magazine  field  it  is  evident  that  advertising  is  being 
largely  concentrated  in  a  few  of  the  big  weeklies  and  in  the 
women's  publications.  The  weeklies  show  the  largest  gain 
for  the  first  quarter  of  the  new  year. 

Comparing  the  money  value  of  business  gained  by  news- 
papers and  magazines  in  19 16,  we  have  about  $9,000,000  for 
the  magazines  as  against  $20,000,000  for  the  newspapers. 


14  ADVERTISING   AS   A   VOCATION 

Figures  compiled  by  the  Bureau  for  the  first  three  months  of 
191 7  indicate  that,  large  as  the  increase  was  in  19 16,  gains  in 
business  continue  this  year.  For  the  first  quarter  ended  March 
31st,  an  increase  of  sixteen  per  cent,  over  a  corresponding 
period  in  19 16  is  shown  by  the  Bureau's  investigations. 


CHAPTER  III 

THE   MEDIUMS   OF   ADVERTISING 

An  advertising  medium  is  the  organ  or  vehicle  by 
which  information  about  goods  for  sale  is  placed  be- 
fore the  public.  The  medium  may  be  a  newspaper  or 
magazine,  which  goes  into  the  homes  of  the  people, 
a  handbill,  which  is  given  out  on  the  street  or  in  a 
public  place,  a  poster,  which  is  put  up  where  passers- 
by  are  likely  to  see  it,  an  electric  sign,  meant  to  compel 
attention  at  night,  or  a  store  window  in  which  articles 
or  merchandise  are  attractively  displayed  and  their 
merits  or  prices  set  forth.  The  medium  is  the  visible 
means  used  by  the  advertiser  for  attracting  prospective 
custome-s. 

The  Four  Chief  Classes  of  Mediums.  For  work- 
ing purposes,  following  the  classification  made  by 
Earnest  Elmo  Calkins  in  "  The  Business  of  Advertis- 
ing,'* advertising  mediums  may  be  divided  into  four 
leading  classes, —  Newspapers,  magazines,  street  cars, 
and  billboards.  Some  authorities  would  add  trade 
periodicals  and  direct  mail  advertising  as  separate  divi- 
sions, but  a  broad  use  of  the  term  "  magazine  "  may  in- 
clude them,  and  each  is  treated  in  its  nature  and  func- 
tion in  the  following  chapters.  Any  division  is  In- 
exact. The  weekly  newspaper,  for  Instance,  may 
merge  into  the  magazine,  and  the  billboard  includes 

15 


1 6  ADVERTISING   AS   A    VOCATION 

all  Stationary  forms  or  medlurris  of  advertising.  The 
term  "  mural  advertising  "  is  suggestive  but  has  not 
yet  come  into  general  use. 

Premiums  are  often  given  by  dealers  and  firms  to 
secure  business,  and  are  thus  of  the  nature  of  mediums. 

The  Number  of  American  Periodicals.  In  the  up- 
building of  the  country  after  the  Civil  War,  and  down 
to  the  present  time,  no  line  of  development  has  been 
more  marked  than  that  of  the  periodical  press.  It 
has  been  the  guide  and  assistant  in  every  line  of  prog- 
ress, and  has  flourished  in  every  form,  from  the  high- 
class  literary  magazine  to  the  typical  trade  paper. 
The  American  public  has  become  distinctly  a  reading 
public,  and  the  United  States  the  greatest  field  of 
advertising  in  the  world. 

The  Thirteenth  Census  of  the  United  States  gives 
the  number  of  periodicals  as  22,141;  while  Ayer's 
Directory  for  19 14  gives  the  total  number  as  22,862. 
Some  of  these  have  a  circulation  of  only  a  few  hundred 
copies;  many  of  them  are  printed  in  the  hundreds  of 
thousands  for  each  issue;  and  a  few  have  a  circulation 
of  over  two  million  each. 

The  nature  and  opportunities  of  periodical  adver- 
tising are  treated  at  length  in  Chapter  VI. 

The  Newspaper.  From  its  nature  the  modern 
newspaper  is  the  most  widely  used  means  of  adver- 
tising. It  outnumbers  all  other  mediums.  It  reaches 
all  the  people  of  every  community  every  day  or  week 
in  the  year. 

Kinds  of  Newspapers.     First  in  importance  stand 


THE    MEDIUMS   OF   ADVERTISING  1 7 

the  metropolitan  dailies,  or  the  papers  usually  having 
morning,  or  evening,  and  Sunday  editions,  in  the  large 
cities.  Then  come  the  daily  papers  of  the  smaller 
cities  and  towns,  frequently  with  a  single  daily  edition 
and  somewhat  limited  circulation.  The  third  divi- 
sion is  the  country  weekly  paper,  which  usually  circu- 
lates in  a  single  community  or  section.  The  weekly, 
however,  may  be  classed  with  the  magazines,  and  is 
so  treated  later  in  this  chapter. 

The  Metropolitan  Daily.  In  the  quantity  of  adver- 
tising material  carried,  in  the  value  of  merchandise 
represented,  and  in  the  number  of  people  reached  every 
twenty-four  hours  or  oftener,  the  metropolitan  daily 
paper  is  the  chief  means  of  advertising  in  this  coun- 
try. It  Is  the  medium  used  most  largely  by  the  de- 
partment stores,  specialty  stores,  and  the  general  trade 
of  the  cities  and  larger  towns. 

In  the  same  way  the  daily  paper  of  the  smaller 
community  serves  the  needs  of  local  advertising. 

The  Magazines.  As  used  in  advertising  the  term 
"  magazine  "  has  a  very  loose  application.  It  includes 
publications  which  have  a  wide  or  "  national  "  circu- 
lation. Issued  at  weekly  or  longer  regular  periods,  and 
containing  more  or  less  material  meant  primarily  for 
instruction  and  entertainment. 

Frequently  a  publisher  issues  several  magazines,  thus 
reducing  the  costs  of  production  and  duplicating  sub- 
scripftion  lists  in  part  at  least.  In  such  cases  the  ad- 
vertising carried  by  the  various  periodicals  is  handled 
by  a  single  department. 


1 8  ADVERTISING   AS   A   VOCATION 

Magazines  stand  next  to  newspapers  in  importance 
in  the  field  of  advertising.  For  many  manufacturers 
and  advertisers  of  special  articles  or  high-grade  mer- 
chandise magazines,  indeed,  constitute  the  chief  field. 
They  carry  mainly  what  is  termed  "  national  "  adver- 
tising as  distinguished  from  "  local.'*  They  conduct 
highly  organized  publicity  departments  and  also  sell 
space  extensively  through  the  usual  agencies  in  the 
various  cities  and  centers  of  commerce  and  industry. 
The  following  is  a  working  classification  of  modern 
magazines  from  the  viewpoint  of  the  advertiser : 

The  standard  magazines. 

The  women's  magazines, 

Children's  magazines. 

Weekly  papers. 

Agricultural  papers, 

Religious  papers. 

Mail  order  papers. 

Class  and  trade  papers. 
The  Standard  Magazines.  The  term  "  standard  " 
is  applied  to  the  well-known  magazines  of  a  general 
character  and  of  high  literary  quality,  such  as  Harper* s 
Monthly  Magazine,  Cosmopolitan,  The  Review  of 
Reviews,  The  Outlook,  and  The  Saturday  Evening 
Post,  Most  of  the  standard  magazines  are  monthly 
publications. 

The  Women's  Magazines.  These  magazines  have 
attained  wide  circulation  and  prominence  in  recent 
years,  by  catering  to  the  many  interests  of  women  and 
by  genuine  and  high  service  to  every  phase  of  women's 
needs  and  ambitions.     They  range  from  periodicals  of 


THE    MEDIUMS    OF    ADVERTISING  1 9 

literature,  art,  and  fashion  to  those  for  women  in  the 
working  world  and  in  the  home. 

The  Children's  Magazines.  The  children's  period- 
ical is  less  conspicuous  than  formerly.  Two  well- 
known  examples,  surviving  out  of  the  wreck  of  less 
sturdy  young  people's  papers  and  magazines,  are  The 
Youthh  Companion  and  St.  Nicholas.  This  lessen- 
ing importance  is  due  to  the  gradual  and  general  addi- 
tion of  children's  departments  in  women's  magazines, 
in  the  religious  papers,  and  in  the  Sunday  editions  of 
the  modern  daily  papers. 

The  Country  Weekly.  The  country  weekly  is  "  the 
home  paper  "  of  the  rural  community.  The  weekly 
newspaper  outnumbers  all  other  publications,  about 
14,000  being  printed  in  this  country  at  the  present 
time.  This  number  is  made  possible  by  the  fact  that 
the  country  publisher  can  buy  his  paper,  for  the  print- 
ing of  his  newspaper,  with  one  side  of  the  sheet  al- 
ready printed.  The  material  so  bought  consists  of 
general  world  news,  Illustration,  advertisement,  and 
fiction.  The  rest  of  the  paper  carries  the  usual  local 
news.  Six  thousand  four  hundred  such  newspapers 
are  now  published.  They  are  called  "  coopera- 
tive "  and  are  in  the  main  of  a  lower  grade.  They 
indicate  the  partial  loss  of  individuality  in  the  country 
publication. 

The  business  of  supplying  "  ready-prints,"  as  the 
partly  printed  sheets  are  called,  to  country  newspapers 
is  very  extensive,  and  is  in  the  control  of  a  few  large 
syndicates.  There  is  also  a  '*  plate "  business,  by 
which  columns  of  matter  in  stereotyped  form  are  sup- 


20  ADVERTISING   AS   A    VOCATION 

plied  to  the  larger  newspapers,  for  use  upon  the  same 
page  or  in  the  same  issue  as  matter  set  up  in  the  local 
offices. 

Country  papers  formerly  carried  considerable  cheap 
and  questionable  advertising,  such  as  that  of  the  patent 
medicine  and  of  the  dishonest  investment  scheme.  At 
the  present  time  they  carry  a  better  class  of  advertising, 
chiefly  of  the  mail  order  houses  and  of  local  business 
firms.  The  general  tendency  in  all  publications  in 
late  years  has  been  toward  an  improved  and  more 
legitimate  advertising.  Many  publications,  indeed, 
assume  responsibility  for  the  truth  of  advertisements 
appearing  in  their  columns. 

An  Estimate  of  the  Possibilities  of  Country  Adver- 
tising. The  possibilities  of  country  advertising, 
through  the  ordinary  weekly  and  the  agricultural 
paper  which  properly  constitute  a  large  division  of 
the  trade  papers,  are  very  great.  The  latest  estimate 
is  the  following  quotation  from  a  recent  address  on 
"  Agricultural  America  "  by  Hugh  McVey,  advertising 
counselor  of  Successful  Farming ^  Des  Moines,  Iowa: 

FARM    PROPERTY  DOUBLED   IN   TEN   YEARS 

In  the  year  1850  the  total  value  of  all  farm  property  in  the 
United  States  was  less  than  five  billion  dollars.  By  1900  this 
had  increased  to  twenty  billions.  Now  comes  a  most  remark- 
able statement.  In  the  next  ten  years  it  doubled,  reaching 
forty  billions  in  19 10  and  is  still  going  up.  This  means  that, 
in  view  of  the  fact  that  there  has  been  only  a  small  increase 
recently  in  the  number  of  farmers  in  the  United  States,  each 
farmer  is  worth  almost  twice  as  much  as  he  was  10  or  15  years 
ago.     The  value  of  the  farm  crops  in   1899,  which  was  an 


THE    MEDIUMS   OF   ADVERTISING  21 

average  year,  was  less  than  three  billion  dollars.  In  1909, 
also  an  average  year,  the  value  of  the  crops  was  almost  worth 
six  billions.  A  similar  advancement  was  made  in  the  value  of 
live-stock  during  this  same  period. 

Naturally  the  farmer  increased  in  importance  as  a  buyer 
during  this  period.  His  development  was  not  due  alone  to  in- 
creased desires,  but  was  largely  based  on  the  fact  that  he  has 
considerably  more  money  to  spend.  He  is  not  wasting  his 
money  in  buying  automobiles,  because  he  can  afford  them. 
He  is  not  bankrupting  himself  by  building  fine  homes,  because 
he  has  the  money  to  pay  for  them.  Some  alarmists  fear  for 
the  financial  safety  of  the  country,  believing  it  may  be  over- 
balanced by  the  extravagance  of  the  farmer.  These  figures 
quiet  such  fears. 

INFLUENCE   OF   THE    FARM    PAPERS 

Most  of  these  new  purchases,  automobiles,  building  material, 
toilet  preparations,  musical  instruments,  etc.,  have  been  ad- 
vertised in  farm  papers  and  their  great  increase  on  the  farms 
in  recent  years  accentuates  the  influence  of  the  farm  paper 
with  the  farmer,  especially  since  those  that  have  been  most 
heavily  advertised  have  had  the  greatest  sale. 

The  farm  paper  is  ideally  adapted  for  the  peculiar  needs  of 
various  advertisers.  The  small  advertiser  can  start  in  a  state 
farm  paper  and  spread  out  as  his  sales  increase.  Many  of 
them  have  done  this  and  later  have  grown  to  be  national  ad- 
vertisers and  sellers  of  a  tremendous  volume  of  merchandise  to 
farmers.  The  state  or  section  farm  paper  is  also  adapted  to 
the  needs  of  the  advertiser  who  cannot  cover  all  of  the  United 
States,  but  must  confine  his  sales  operations  to  certain  states. 
They  are  also  of  value  to  the  manufacturer  who,  although 
covering  the  United  States  with  the  big  national  mediums,  de- 
sires to  hit  heavily  some  one  territory. 

The  Religious  Paper.  Religious  papers  carry  less 
advertising  at  the  present  time  than  formerly,  owing 


2  2  ADVERTISING   AS   A   VOCATION 

to  the  competition  of  well-known  papers  and  maga- 
zines of  wide  or  national  circulation.  The  advertising 
of  the  religious  press  is  confined  mainly  to  books  and 
denominational  matter.  As  these  papers  become  less 
denominational  and  more  completely  secular, —  as 
some  of  them  are  now  becoming  high-grade  secular 
magazines, —  their  outlook  as  publicity  organs  greatly 
improves. 

The  Official  Publication.  There  are  various  pub- 
lications of  fraternal  and  benevolent  organizations, 
such  as  lodges,  clubs,  and  labor  unions.  Such  an 
organ  has  necessarily  a  limited  circulation  but  usually 
carries  more  or  less  local  advertising. 

The  Mail  Order  Paper.  The  advertisements  of 
single  articles  sold  through  mail  orders,  and  sent  di- 
rectly from  the  dealer  to  the  customer,  such  as  books, 
have  long  appeared  in  the  columns  of  the  standard 
newspapers  and  magazines.  The  opposition,  however, 
of  the  local  retail  dealer  and  of  the  manufacturer  who 
wishes  to  keep  the  trade  of  that  dealer,  in  large  meas- 
ure has  barred  the  advertisements  of  the  modern  mail 
order  houses  from  the  public  press.  This  has  made 
possible  and  necessary  the  publication  of  special  mail 
order  papers,  which  are  widely  used  by  such  houses. 
These  houses  usually  also  issue  catalogs  at  regular 
periods  and  some  of  them  conduct  what  are  practically 
mail  order  papers,  sent  regularly  to  the  homes  of  cus- 
tomers. 

The  mail  order  paper  generally  carries  a  little  low- 
grade  fiction,  some  miscellany,  and  a  large  quantity  of 
advertising. 


THE    MEDIUMS    OF   ADVERTISING  23 

The  Class  or  Trade  Paper.  Class  or  trade  period- 
icals are  publications  devoted  to  particular  trades  or 
occupations  and  are  of  interest  almost  solely  to  people 
concerned  in  those  trades.  They  are  issued  weekly, 
semi-monthly,  monthly,  and  sometimes  quarterly. 
They  circulate  both  locally  and  nationally,  according 
to  the  extent  of  the  industries  they  represent  and  the 
nature  of  the  Information  which  they  carry  in  their 
columns.  A  large  division  of  these  papers  is  agri- 
cultural, dealing  with  general  farming  or  with  special 
features  of  farm  activity. 

Some  of  the  trade  papers  are  printed  on  newspaper 
stock  and  make  no  claim  to  being  high-class  publica- 
tions. Others,  however,  are  artistically  printed  on 
high-grade  stock,  are  well  edited,  and  are  really  trade 
magazines. 

The  trade  paper  usually  carries  considerable  adver- 
tising material  dealing  with  its  particular  industry  or 
field. 

The  better  grades  of  "  trade  journals  ''  are  of  great 
influence  In  the  fields  of  business  and  Industry  and  in 
the  professions.  They  present  the  progress  and  ac- 
complishment of  every  line  of  effort  and  news  of  every 
innovation  and  discovery.  They  are  authoritative,  and 
are  the  only  reliable  sources  of  information  in  the 
fields  which  they  represent. 

The  Street  Cars.  The  third  division  of  advertis- 
ing mediums  is  that  of  the  street  cars.  Within  a  gen- 
eration street  cars  have  come  into  use  in  all  cities  and 
larger  towns,  and  they  are  found  on  lines  between 
villages  in  many  country  districts.     They  provide  an 


24  ADVERTISING   AS   A    VOCATION 

excellent  medium  for  both  national  and  local  adver- 
tising, with  the  certainty  that  an  advertisement  will  be 
seen  and  read  by  the  very  people  for  whom  it  is  meant. 

The  profit  of  street-car  advertising  is  so  great  that 
space  in  all  cars  is  allowed  for  it  above  the  seats  in 
clear  view  of  passengers.  The  cards  used  measure 
regularly  eleven  by  twenty-one  inches,  and  each  is  prac- 
tically a  poster.  The  printed  matter  on  such  a  card 
must  be  short,  and  the  most  elaborate  designs  and  illus- 
trations, in  black  and  white  and  in  color,  are  regularly 
used.  Sometimes  the  cards  used  by  a  particular  com- 
pany carry  a  series  of  advertisements  or  statements  in 
prose  or  verse. 

The  advertising  carried  by  the  street  cars  is  handled 
in  this  country  by  a  few  large  companies  or  syndicates 
organized  expressly  for  that  purpose,  "  The  Street 
Railways  Advertising  Company  "  of  New  York  con- 
trolling all  but  the  street  cars  of  New  England  and  a 
few  cities  elsewhere.  New  England  is  controlled  by 
another  company. 

The  advertiser  deals  directly  with  the  advertising 
company  and  not  with  the  street-car  management.  He 
must  usually  take  a  card  in  every  car  running  in  a 
locality,  or  in  every  other  car,  and  for  one  year's  time, 
or  at  least  for  six  months.  The  cost  is  reckoned  at 
so  much  per  card  each  month  and  the  rates  vary  ac- 
cording to  the  number  of  passengers  carried  in  the 
different  localities.  Preference  is  given  to  national  ad- 
vertising rather  than  local,  the  latter  being  used  regu- 
larly only  when  space  allows  it.     The  amount  of  space 


THE    MEDIUMS    OF   ADVERTISING  25 

used  by  each  advertiser  and  its  time  of  running  are 
checked  up  by  the  street-car  company. 

The  Billboard.  The  fourth  main  advertising 
medium  is  the  billboard.  Primarily  this  is  a  fixed 
stand  upon  which  paper  posters  are  displayed. 
Painted  signs,  electric  signs,  bulletins,  posters,  and  ad- 
vertising material  fastened  up  on  the  walls  of  buildings 
or  on  trees  and  fences,  for  example,  out  of  doors  or 
in  public  places,  are  included  in  this  division. 

In  the  larger  centers  of  population  there  are  com- 
panies owning  billboard  stands.  Usually  such  com- 
panies lease  unoccupied  or  waste  land  along  lines  of 
travel  and  erect  permanent  stands,  upon  which  they 
sell  space  to  advertisers,  both  national  and  local. 

The  billboard  is  measured  by  the  sheet  of  twenty- 
eight  by  forty-two  inches,  and  the  advertisement  is 
charged  for  both  by  the  sheet  and  by  the  year.  Very 
elaborate  painted  signs  are  found  in  many  places,  es- 
pecially in  the  cities,  with  attractive  lighting  effects  at 
night. 

There  has  been  strong  opposition  to  the  erection  of 
billboards  in  or  near  public  parks  and  in  suburban  dis- 
tricts. It  is  claimed  that  they  disfigure  the  landscape, 
distract  attention  from  the  beauties  of  natural  scenery, 
commercialize  public  property,  or  turn  private  prop- 
erty to  an  objectionable  use.  Local  taxation  of  bill- 
board space,  assessed  upon  the  owner  of  property  so 
rented,  has  been  proposed  as  a  means  of  lessening  the 
present  extensive  use  of  billboards  in  places  where 
public  sentiment  objects  to  their  appearing. 


26  ADVERTISING   AS   A   VOCATION 

In  the  large  cities  billboard  advertising  is  a  very  im- 
portant field,  and  is  regularly  used  by  theater  managers 
and  promoters  of  important  events  and  measures  and 
of  political  campaigns. 

Other  Advertising  Mediums.  There  are  various 
other  forms  in  which  advertising  material  is  brought 
to  public  attention.  The  distinctive  feature  of  these 
mediums  is  that  they  are  local.  They  are  mainly  as 
follows : 

The  Theater  Program.  Frequently  an  advertiser 
provides  the  program  of  a  theatrical  performance  free 
of  charge  in  return  for  its  use  as  a  medium  for  his 
advertisement.  Sometimes  a  publicity  organization 
controls  the  programs  of  many  theaters  and  sells  space. 
The  same  method  is  sometimes  followed  with  the 
programs  of  private  or  public  entertainments  and  ath- 
letic games. 

School  and  College  Publications.  There  is  usually 
considerable  local  advertising  found  in  the  papers  and 
magazines  issued  by  schools  and  colleges,  with  a  com- 
paratively small  amount  of  national  or  foreign  adver- 
tising. 

Directories.  Increasing  advertising  use  is  made  of 
directories  of  population,  business,  and  the  telephone. 
Not  only  do  the  lists  of  these  publications  serve  pub- 
licity purposes,  but  they  also  carry  ordinary  advertise- 
ments in  their  pages  and  on  their  covers. 

Advertising  Novelties.  Advertising  novelties  in- 
clude the  many  small  and  useful  articles  which  bear 
printed  information  and  are  given  away  by  advertisers 
for  the  sake  of  gaining  good  will  and  future  trade. 


THE    MEDIUMS    OF   ADVERTISING  27 

Such  articles  include  calendars,  blotters,  pencils,  rulers, 
fans,  and  sample  packages  of  breakfast  foods. 

Window  Display.  Window  display  is  the  most  con- 
spicuous form  of  advertising  used  by  retail  trade,  and 
Is  treated  at  length  in  the  following  chapter  on  "  Retail 
Advertising."  In  window  decorating  numerous  dis- 
play devices  are  employed.  Manufacturers  of  articles 
of  merchandise  that  are  to  be  displayed  on  counters  or 
in  store  windows  quite  regularly  nowadays  provide 
ornamented  and  labeled  boxes,  stands,  cards,  and  other 
material  to  make  the  merchandise  attractive  and  to 
state  its  price  and  the  name  of  the  manufacturer. 

Associated  with  mediums,  yet  not  strictly  classified 
with  them,  are  two  important  means  of  advertising,  the 
*'  trade-mark  "  and  the  "  catch-phrase." 

The  Trade-Mark.  The  trade-mark  Is  used  very 
generally  In  business,  especially  with  permanent  or  long- 
established  firms.  Sometimes  it  Is  merely  the  name  of 
the  manufacturer,  the  firm,  or  the  article  of  merchan- 
dise; sometimes  it  Is  a  modification  of  the  name,  or  an 
entirely  separate  term.  It  Is  used  to  attest  the  gen- 
uineness of  goods  and  It  often  forms  the  central  and 
most  striking  part  of  an  advertisement.  It  Is  of  high 
value  in  business. 

The  Catch-Phrase.  This  is  usually  a  terse,  euphoni- 
ous expression  conveying  the  gist  of  an  Idea  or  the 
most  striking  characteristic  of  an  article  of  merchandise. 
It  becomes  associated  in  the  public  mind  with  an  im- 
portant fact  or  Idea,  with  an  article  itself,  with  a 
manufacturing  company,  or  with  a  firm  doing  business. 
The  phrase  "  Stop,  Look,  and  Listen,"  so  familiar  at 


2  8  ADVERTISING   AS   A    VOCATION 

railway  crossings,  is  said  to  have  netted  its  originator 
$6,000. 

The  Emblematic  Figure.  A  figure  or  group  of 
figures,  such  as  children  or  animals,  is  frequently  used 
in  advertising  to  suggest  the  conspicuous  or  desirable 
qualities  of  articles  of  merchandise.  Many  of  these 
have  become  very  well  known  and  are  of  high  financial 
value.  The  emblematic  figure  may  be  classed  with 
the  trade-mark  and  catch-phrase.  It  is  the  most  con- 
spicuous form  of  illustration. 

Advertising  makes  very  extensive  use  of  illustration 
in  connection  with  the  various  mediums  as  a  means  of 
catching  the  attention  more  quickly  and  effectively  than 
by  the  printed  word.  Local  and  national  advertisers 
now  make  considerable  use  of  the  moving-picture  film. 

Samples.  Instead  of  employing  the  usual  forms  of 
spreading  information  about  goods  for  sale,  many  firms 
distribute  samples  of  merchandise,  free  when  the  cost 
of  each  is  low,  and  upon  approval  or  to  obtain  orders 
when  the  cost  of  manufacture  is  considerable. 

The  traveling  salesman  of  a  manufacturing  company 
carries  a  full  line  of  samples,  and  manufacturers  some- 
times send  out  trunks  containing  such  lines,  routing 
them  from  one  retail  dealer  to  another.  These  trunks 
are  frequently  called  "  silent  salesmen." 


CHAPTER  IV 

RETAIL   ADVERTISING 

The  Advertising  of  the  Small  Retail  Store.     The 

small  store  which  draws  Its  custom  from  its  Immediate 
neighborhood,  In  a  rural  community,  in  a  small  town, 
and  In  the  less  important  retail  section  of  a  city,  does 
not  advertise  extensively.  Its  problem  Is  a  compara- 
tively simple  one.  It  arranges  Its  wares  attractively 
In  the  store  and  displays  novelties  and  special  bargains 
in  the  store  windows;  It  often  uses  wrapping  paper 
bearing  the  name  of  the  store  and  the  nature  of  Its 
merchandise;  It  prints  circulars  and  mails  them  or  has 
them  distributed  to  the  homes  of  its  customers  and  to 
prospective  buyers;  It  Inserts  advertisements,  usually 
of  a  simple  nature  and  low  cost.  In  the  local,  weekly, 
and  dally  papers;  it  sometimes  conducts  contests  In 
which  customers  are  allowed  to  vote  in  stated  matters, 
and  frequently  arranges  special  periods  of  bargain 
sales.  The  total  cost  of  such  advertising  is  a  much 
smaller  percentage  of  the  business  proceeds  than  Is 
found  in  the  case  of  the  larger  and  more  progressive 
stores.  In  the  small  store  the  proprietor,  manager,  or 
other  capable  person,  with  or  without  office  assistance, 
usually  takes  entire  charge  of  the  advertising  of  the 
business,  frequently  In  addition  to  other  Important 
duties.     In  such  a  store  a  young  person  having  ability 

29 


30  ADVERTISING   AS   A   VOCATION 

to  do  advertising  work  may  be  of  special  value  to  his 
employer  and  may  receive  training  that  will  lead  to 
successful  service  in  the  modern  advertising  office  of  a 
larger  business  concern. 

The  Advertising  of  the  Large  Retail  Store.  The 
advertising  of  the  majority  of  the  larger  retail  stores 
at  the  present  time  is  conducted  under  a  comparatively 
simple  organization.  There  are  found  usually  an  ad- 
vertising manager,  an  assistant,  copy  writers  and  clerks, 
window  dressers,  artists,  and  office  boy.  Many  stores 
use  only  four  or  five  people  in  the  department  and 
the  advertising  manager  may  be  the  head  of  another 
department  of  the  business  or  have  other  important 
duties  as  well  as  those  of  advertising.  In  some  cases 
stores  carry  a  small  force  in  this  department  through 
making  use  of  the  established  advertising  agencies  in 
their  locality. 

The  publicity  work  of  most  modern  and  progressive 
stores,  however,  is  carried  on  under  a  form  of  organi- 
zation which  becomes  each  year  more  highly  developed, 
and  is  rapidly  increasing  in  importance  in  the  conduct 
of  retail  business.  In  the  following  paragraphs  an 
account  is  presented  of  the  work  of  advertising  under 
such  an  elaborate  organization,  representing,  perhaps, 
the  ideal  which  is  being  worked  out  in  modern  business. 
Following  this  account  will  be  given  the  important 
facts  concerning  the  positions  in  a  large  retail  adver- 
tising department. 

The  Importance  of  Retail  Advertising.  The  im- 
portance of  retail  advertising  is  so  great,  and  its  op- 
portunities so  many,  that  the  description  of  work  in 


RETAIL   ADVERTISING  3  I 

the  various  positions  given  in  this  chapter  will  not  be^ 
repeated  in  the  following  chapters.  Planning,  con- 
structing, and  circulating  an  advertisement,  with  their 
accompanying  routines,  are  substantially  the  same  in 
the  several  fields  of  manufacture,  wholesaling,  retail- 
ing, and,  on  the  other  hand,  in  the  work  of  the  agency 
and  the  periodical  publicity  department. 
O  The  following  quotation  from  "  The  Business  of  Ad- 
vertising," by  Earnest  Elmo  Calkins,  well  states  the 
relative  importance  of  retail  advertising  and  indicates 
the  nature  of  most  of  the  books  so  far  written  upon 
advertising  in  general: 

Outside  of  specific  instances,  such  as  unusually  successful 
retail  advertisers,  the  great  bulk  of  retail  advertising  is  com- 
paratively unimportant.  This  means  that  the  individual  ad- 
vertising is  not  very  good  and  is  frequently  very  unsuccessful. 
Taken  as  a  whole,  however,  the  retail  advertising  in  this  coun- 
try is  the  largest  and  most  important  advertising  done. 

The  importance  of  retail  advertising  depends  upon  the  num- 
ber of  people  engaged  in  it.  There  are  not  more  than  a 
thousand  national  advertisers,  large  and  small,  while  there  are 
hundreds  of  thousands  of  retail  advertisers.  It  is  on  this 
account  that  most  of  the  books  written  about  advertising  have 
been  books  devoted  to  the  especial  problems  of  the  retailer. 
There  have  been  more  than  a  dozen  of  these  books,  no  one  of 
which  does  more  than  to  touch  upon  the  subject  of  general 
advertising,  if  it  does  that.  A  book  produced  with  the  inten- 
tion of  helping  general  advertisers  only  would  have  a  small 
sale.  The  great  majority  of  advertising  books  have  been  writ- 
ten to  make  money  and,  therefore,  have  been  sold  on  the  theory 
that  they  are  helpful  to  the  retailer  —  and  they  generally  are. 

The  Policies  and  Plans  of  Retail  Advertising.  The 
policies  of  retail  advertising  are  generally  determined 


X 


32  ADVERTISING   AS   A    VOCATION 

by  the  heads  of  the  business  or  by  the  board  of  mana- 
gers, rather  than  by  the  advertising  manager  alone, 
since  they  involve  the  standing  and  success  of  the  con- 
cern in  the  community.  The  policies  fix  the  place  of 
the  advertising  department  among  the  other  major  de- 
partments, the  amount  of  money  to  be  spent,  the 
mediums  through  which  it  shall  be  spent,  the  methods 
of  advertising,  and  the  general  attitude  of  the  concern 
toward  the  buying  public. 

It  is  necessary  to  have  definite  plans  in  advertising 
and  they  must  be  in  keeping  with  the  general  policies 
of  a  store.  They  are  laid  out  by  the  head  of  the  ad- 
vertising department  and  usually  for  certain  periods 
or  seasons.  They  must  be  formed  well  in  advance  of 
the  fixed  sale  period  so  that  actual  advertising  may 
be  done  in  proper  season.  Some  stores  divide  the 
year  Into  two  six-month  periods  and  conduct  their 
advertising  largely  in  two  campaigns,  one  in  the  spring, 
for  spring  and  summer,  and  one  in  the  fall,  for  fall 
and  winter.  The  later  method,  however,  resulting 
from  the  desire  to  keep  the  volume  of  business  as 
steady  as  possible  through  the  year,  is  to  make  adver- 
tising continuous.  Thus  it  falls  more  definitely  into 
monthly  periods,  and  no  especially  marked  campaign 
of  publicity  results.  In  some  cases  the  periods  fol- 
lowed are  the  four  seasons  of  the  year. 

The  plans  of  the  advertising  manager  must  usually 
be  approved  by  the  store  management  before  being  put 
into  effect. 

The  policies  and  plans  of  advertising  In  the  retail 
store  are  rarely  committed  to  writing.     The  responsi- 


RETAIL   ADVERTISING  33 

blllty  for  maintaining  them  and  putting  them  into  effect 
rests  upon  the  publicity  or  advertising  manager. 

The  buyer  of  each  merchandise  department  of  the 
store  makes  up  his  department  plans  for  advertising 
as  a  basis  of  the  plans  of  the  advertising  manager, 
who  must  In  turn  approve  them.  The  buyer  must 
have  his  merchandise  secured  and  must  furnish  samples 
of  merchandise,  with  cost  and  selling  prices,  and  all 
other  necessary  information,  to  the  advertising  depart- 
ments. 

The  Amount  of  Money  to  Be  Spent  in  Retail  Ad- 
vertising. Foremost  in  importance  among  the  plans 
is  the  amount  of  money  to  be  spent  in  advertising.  It 
is  usually  based  upon  the  amount  of  sales  to  be  ex- 
pected, estimated  from  those  of  preceding  years  of 
corresponding  periods,  as  the  safest  means  of  deter- 
mining future  sales.  Consideration  must  be  made, 
however,  for  new  goods,  improved  merchandising, 
the  maintaining  of  prestige,  business  expansion  or  cur- 
tailment, and  natural  changes  in  a  community. 

Thousands  of  small  stores,  of  course,  spend  com- 
paratively little  money  to  make  their  business  known 
and  to  attract  customers  to  their  counters.  A  liberal 
estimate  for  the  amount  of  money  spent  in  advertising 
by  the  great  majority  of  stores  In  the  larger  towns 
and  cities  would  be,  probably,  less  than  two  per  cent,  of 
the  estimated  coming  sales.  Some  stores  spend  a 
larger  amount,  but  few,  outside  of  the  great  city 
specialty  and  department  stores,  spend  more  than  five 
per  cent.  Such  stores  use  about  two  per  cent,  of  the 
advertising  allowance  through  the  medium  of  news- 


34  ADVERTISING   AS  A   VOCATION 

papers,  and  about  three  per  cent,  in  other  forms  of 
advertising. 

The  Apportionment  of  Money  Used  in  Retail  Ad- 
vertising. The  amount  of  money  set  aside  for  ad- 
vertising by  a  retail  firm  is  usually  apportioned,  first,  in 
six  or  eight  divisions  as  follows : 

Advertising  department  pay  roll, 
Newspapers, 
Circulars, 
Posters, 
Window  rental, 
Decorations, 
Signs, 
Fixtures. 
This  division  must  be  properly  maintained  and  super- 
vised by  the  advertising  manager,  either  personally  or 
through  assistants. 

Another  division  of  the  appropriation  is  made  by 
calendar,  allowing  a  certain  amount  for  each  month, 
season,  or  six  months'  period. 

The  appropriation  Is  divided  still  again  by  groups 
of  merchandise,  or  by  store  departments.  Thus  each 
department  Is  allowed  a  certain  small  per  cent,  of  the 
total  advertising  money  of  the  store,  to  advertise  the 
goods  of  that  department. 

Statistics  of  what  stores  are  spending  in  advertising 
have  recently  been  gathered  from  twenty-one  depart- 
ment stores  In  various  parts  of  the  country  and  pub- 
lished in  Practical  Retail  Advertising  for  September, 
19 1 6.     The  table  follows: 


35  >  S 

6r 


.    .  CO 75  M  W.2  u    -^    -75        .>    .    -^    •'^^7^ 

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:-3^Su  :  :  :  :-!^--2ifiE  :  '^  ^i  :  :  :^-^§ 
•  £^  rt  t3  :  :  :  :  tZ  °'  .  ji 5.2  r  :  ^  jr  :f^  :  :  o  :.o<-£ 

Sz^-a    "".H  m  c<  -s-cc^-=  ^c^Sfe'"  :^^--c^«" 
.^-S's  e|  &si'5  u  ^^  c  i;  °  s  i!  s  «.s  §-o.^-c:2;^  g  fc  £ 


^1 
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43 


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36 


RETAIL   ADVERTISING  37 

The  Natural  Divisions  of  Retail  Advertising.  In 
the  small  store  the  features  of  retail  advertising  shown 
in  the  chart  on  page  36  are  attended  to  by  a  single 
small  group  of  people.  In  a  very  large  store  these 
features  may  form  several  or  many  departments  or 
divisions.  Sometimes  they  are  all  subject  to  the  ad- 
vertising manager,  but  frequently  some  of  them  are 
under  the  control  of  the  superintendent  or  store  man- 
ager. In  such  a  case  the  advertising  which  is  carried 
on  or  placed  outside  of  the  store  forms  the  advertising 
department  proper,  while  interior  display  and  decora- 
tion form  a  distinct  department,  and  the  mail  order 
division  forms  still  another  department  not  associated 
with  advertising.  The  restaurant  found  in  most  large 
department  stores  is  properly  a  means  of  advertising, 
when  its  purpose  is  to  draw  people  to  the  store.  Cir- 
culars and  catalogs  are  prepared  and  sent  out  by 
the  main  department,  or  by  the  mail  order  department, 
when  such  exists  separately.  Special  methods  of  at- 
tracting trade,  aside  from  the  usual  lines  of  advertising, 
may  be  devised  by  any  division.  Window  decoration 
is  becoming  more  and  more  important  and  is  regarded 
as  the  chief  means  of  attracting  the  public  outside  of 
the  use  of  the  public  press. 

Among  the  special  methods  used  by  some  retail 
stores  are  found  the  store-advertising  leaflet,  sheet,  or 
newspaper  which  is  mailed  to  customers,  handbills, 
sample  packages,  street-car  cards,  posters,  and  bill- 
boards. 

Many  large  stores,  however,  limit  outside  advertis- 
ing   mainly    to    the    daily    newspaper.     John    Wana- 


38  ADVERTISING   AS   A    VOCATION 

maker,  in  writing  of  his  own  business,  has  recently 
said:  ^, 

Our  little  allowance  of  advertising  money  went  to  the 
newspapers  then  (in  the  early  days  of  the  Wanamaker  business) 
as  it  goes,  nearly  altogether,  to-day,  because,  if  I  ever  have  a 
monument  for  discovering  anything,  it  will  be  for  finding  out 
that  the  only  advertising  of  direct  and  instant  benefit  to  both 
merchant  and  customer  is  in  the  daily  newspaper  of  known  cir- 
culation. 

Retail  Newspaper  Advertising.  The  money  set 
apart  for  newspaper  advertising  is  apportioned  among 
the  daily  or  weekly  papers  of  a  comfmunity,  according 
to  the  nature  and  extent  of  their  circulation  and  the 
general  plans  of  the  advertising  department  in  using 
this  kind  of  medium.  A  newspaper  space  schedule  is 
maintained,  showing  how  much  advertising  is  to  be 
given  to  each  publication.  The  buyers  of  merchandise 
in  departments  send  samples  to  the  advertising  depart- 
ment, with  such  description  of  each  as  may  be  neces- 
sary. 

The  advertising  writer  now  prepares  copy  for  the 
newspapers,  and  the  manager  or  assistant  manager 
of  the  department  edits  it,  indicates  the  type  to  be  used, 
and  sends  it  to  the  newspaper  to  be  set  up.  It  comes 
back  in  proof  form  for  correction  and  revision,  two 
or  three  days,  when  possible,  in  advance  of  publication. 
The  proof  Is  read  by  buyers,  for  correction  and  to 
ensure  the  merchandise  being  ready  for  sale,  by  the 
advertising  writer,  and  by  the  manager,  and  is  then  sent 
back  to  the  newspaper  for  a  revised  proof.     When  this 


RETAIL   ADVERTISING  39 

has  been  seen  and  approved  by  the  advertising  manager 
its  issue  at  a  stated  time  is  authorized. 

In  the  meantime  several  other  things  are  being  at- 
tended to,  especially  in  the  large  stores.  The  store 
shoppers  may  be  examining,  pricing,  and  buying  similar 
articles  in  other  stores,  for  help  in  merchandising  and 
in  preparing  advertisements.  And  artists  make  illus- 
trations to  accompany  advertising  matter. 

Positions  in  the  Newspaper  Division  of  Retail  Ad- 
vertising. The  usual  positions  in  the  advertising  de- 
partment of  the  large  retail  store  are,  the  Advertising 
Manager,  the  assistant  advertising  manager,  secretary, 
copy  writer,  artist,  stenographer,  clerk,  and  office  boy. 
Below  the  heads  of  the  department  the  large  store  may 
employ  several  persons  for  each  division  of  the  work. 

The  Advertising  Manager.  As  in  other  fields  of 
publicity  the  retail  advertising  manager  must  be  a  per- 
son of  versatility,  of  large  experience  and  knowledge 
of  human  nature.  He  must  be  able  to  build  up  and 
maintain  the  prestige  of  the  business  whose  spokesman 
he  is.  He  must  help  establish  its  policies,  and  must 
form  advertising  plans  in  accordance  therewith.  He 
must  be  thoroughly  acquainted  with  the  general  field 
of  publicity  and  with  the  details  of  local  advertising. 
He  must  make  his  organization  an  efficient  unit,  work- 
ing harmoniously  with  the  other  factors  in  the  conduct 
of  business. 

The  advertising  or  publicity  manager  is  sometimes 
Identified  with  the  "  sales  manager,"  and  has  a  large 
influence  in  determining  what  merchandise  shall  be 
bought  and  sold.     His  knowjedge  of  supply  and  de- 


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RETAIL   ADVERTISING  4 1 

mand,  of  style  and  season,  and  of  the  probable  growth 
or  change  in  business,  makes  him  eminently  able  to  do 
this. 

The  Assistant  Advertising  Manager.  The  assist- 
ant usually  has  charge  of  carrying  out  the  plans  of 
his  department,  under  his  superior.  He  may  make 
the  plans  of  store  departments.  He  must  keep  a 
weekly  schedule  of  the  newspapers  in  which  his  firm 
advertises,  and  he  usually  authorizes  payments  for 
advertising  or  other  department  expenses.  He  often 
writes  copy  for  advertising,  reads  proof,  and  helps  out 
whenever  any  need  arises  in  the  office.  He  may  have 
authority  to  make  contracts  for  advertising.  He  has, 
of  course,  immediate  supervision  of  subordinates,  while 
he  must  have  ability  to  take  charge  of  the  department 
at  any  time. 

The  Secretary.  The  secretary  of  either  the  mana- 
ger or  assistant  manager  is  practically  himself  an  as- 
sistant in  office  and  department  duties.  He  must 
understand  the  detafls  of  the  work  of  his  chief  and  be 
able  to  suggest  and  help  in  general  routine.  He  may 
have  to  prepare  copy,  make  schedules,  or  file  records. 
He  must  usually  also  be  a  stenographer  and  typist. 

The  secretary  must  have  executive  ability  and  some 
business  training.  He  stands  in  line  to  act  as  or  be- 
come assistant  head  of  the  department. 

The  Copy  Writer.  The  manager  or  almost  any 
employee  in  the  department  may  write  copy  for  adver- 
tising. In  the  well  organized  business,  however,  one 
or  more  persons  are  employed  expressly  as  advertising, 
writers.     Samples  of  merchandise,  together  with  such 


42  ADVERTISING   AS   A    VOCATION 

written  description  as  buyers  may  be  able  to  supply, 
are  given  to  the  advertising  writer,  who  prepares  such 
statements  as  are  most  likely  to  draw  customers  to  the, 
store.  The  large  store  may  have  such  a  writer  for 
each  main  merchandise  department;  the  small  store, 
only  one  or  several  writers  for  all  departments.  The 
advertising  writer  may  employ  handwriting,  or  the 
typewriter,  or  dictation.  Sometimes  he  goes  to  the 
merchandise  departments  for  material.  He  prepares 
copy  in  duplicate  or  triplicate  so  that  the  manager  or 
assistant  manager  may  correct  It  and  indicate  the  size 
of  type  to  be  used  in  the  newspaper.  Simplicity,  brev- 
ity, and  truth  of  statement  are  necessary  to  attract  the 
attention  and  confidence  of  the  buying  public  and  to 
maintain  the  reputation  of  a  business. 

The  best  preparation  of  the  advertising  writer  is  a 
study  of  English  and  a  course  on  advertising  in  a 
business  school. 

The  Artist.  The  artist  is  responsible  for  decora- 
tion, design,  and  illustration  in  advertising.  He  may 
use  the  photograph  or  make  original  drawings  of  ar- 
ticles of  merchandise  to  be  brought  to  public  attention. 
He  is  the  authority  of  the  department,  also,  upon  the 
fitness  of  pictorial  or  illustrative  advertising  material. 
He  must  have  artistic  ability  and  should  have  training 
in  art  courses. 

Much  might  be  written  upon  the  place  of  the  artist 
in  this  great  field  of  business.  He  sets  a  standard  in 
pictorial  art  to  which  the  copy  writer  and  the  printer 
strive  to  conform,  and  his  work  has  contributed  greatly 
to  bringing  in  the  modern  era  of  publicity.     Artists  of 


» 


RETAIL   ADVERTISING  43 

high  professional  attainment  and  of  national  reputa- 
tion have  been  employed  by  the  great  business  houses 
of  the  country,  at  fabulous  prices,  to  give  character, 
dignity,  and  effectiveness  to  advertising. 

The  Stenographer.  The  work  of  the  stenographer, 
as  in  other  offices,  is  mainly  taking  dictation  and  oper- 
ating the  typewriter,  both  for  advertising  copy  and 
office  correspondence.  The  stenographer  may  also  act 
as  secretary  to  the  manager  or  his  assistant,  and  may 
help  In  filing  the  records  of  the  department  or  in  other 
office  routine. 

The  Clerk.  The  duties  of  the  clerk  In  a  publicity 
department  are  many  and  important.  They  include 
the  getting  of  statements  about  merchandise  from  buy- 
ers, entire  responsibility  for  the  filing  of  all  re- 
sults, records,  and  printed  advertisements,  reading, 
checking,  and  distributing  proof,  and  the  keeping  of 
daily  records  of  expense  and  the  paying  of  approved 
claims  against  the  department. 

The  clerk  Is  the  recorder  of  the  operations  of  ad- 
vertising and  his  knowledge  of  routine  makes  him  of 
value  in  his  position.  He  may  not  usually  look  for 
promotion  to  real  advertising  work. 

The  Office  Boy.  The  office  boy  acts  as  errand  boy, 
pastes  proofs  or  copies  of  daily  advertisements  on  the 
bulletin  boards  of  the  store,  and  procures  copies  of 
newspapers  In  which  the  store  advertisements  appear. 
The  position  Is  in  line  of  promotion  to  publicity  work, 
and  is  frequently  sought  by  young  men  who  have  that 
end  in  view. 

Constructing  a  Retail  Advertisement.     The  plan- 


44  ADVERTISING   AS   A    VOCATION 

ning  and  the  carrying  out  of  each  advertisement  in  re- 
tail trade  constitute  a  special  problem.  While  each 
advertisement  in  a  business  must  be  in  keeping  with  all 
the  advertising  of  the  firm,  yet  it  demands  its  own 
special  study  and  preparation.  Mr.  John  H.  Appel, 
the  advertising  manager  of  the  New  York  Wana- 
maker's  store,  describes  the  preparation  of  an  im- 
portant advertisement  as  follows  : 

I  am  about  to  write  an  advertisement,  says  Mr.  Appel.  It 
must  sell  $100,000  of  furniture  in  one  day. 

I  examine  the  furniture.  It  is  good.  I  inspect  the  prices. 
They  are  right.  I  survey  the  set-out  of  the  furniture  on  the 
floors.  It  is  well  made.  I  inquire  about  the  selling  staff.  It 
is  well  chosen,  well  trained,  all  its  members  on  edge  and 
primed  for  the  day. 

I  survey  the  field  of  battle  —  the  territory  from  which  the 
customers  will  come. 

I  put  down  on  a  paper  a  list  of  the  newspapers  that  cover 
this  field,  noting  the  quantity  and  quality  of  their  circulations. 

And  then  —  my  head  still  speaking  —  I  diagram  by  plan  as 
follows : 

1.  I  classify  the  mass  readers  of  the  several  newspapers,  if 
they  can  be  placed  into  classes,  according  to  intelligence,  capac- 
ity to  buy,  taste  as  to  furniture,  and  general  inclination  to 
trade  at  my  store. 

2.  Select  the  kind  of  furniture  to  be  advertised  in  each 
newspaper  according  to  this  classification. 

3.  Write  advertisements  to  appeal  to  the  readers  of  each 
newspaper  so  classified. 

4.  Write  these  advertisements  fully  but  not  fulsomely; 
tersely  but  not  tensely;  honestly  but  not  boastfully  so. 

Having  done  this  the  field  of  battle  lines  up  something  like 
this: 
Population  to  be  attacked   2,000,000  families 


RETAIL   ADVERTISING  45 

Newspapers  to  be  used  in  the  attack  (including  small 

suburban  papers)    35 

Total  circulation  of  these  newspapers 2,I50,(X)0 

Divided  into  these  classes: 
Newspapers    of    highest    grade    (highest    in    quality, 

lowest  in  quantity)    150,000 

Newspapers  of  second  grade  (second  in  quality,  sec- 
ond in  quantity)    i  ,000,000 

Newspapers  of  third  grade  (third  in  quality,  first  in 

quantity)     i  ,000,000 

Then  I  try  to  figure  the  number  of  readers  of  each  class  of 
newspapers  who  will  read  the  advertisement. 

Next  I  attempt  to  figure  how  many  of  these  readers  of  the 
advertisement  will  respond  to  it. 

In  attempting  this  last  calculation,  I  take  into  consideration 
the  character  of  the  store  that  is  advertising;  the  character  of 
the  merchandise  being  advertised;  the  character  of  the  adver- 
tisement itself  (and  of  preceding  advertisements  —  inquiring 
whether  they  established  or  destroyed  confidence)  ;  the  acces- 
sibility of  the  store;  the  demand  (at  this  time)  for  furniture; 
the  general  prosperity  of  the  times  and  community;  the  char- 
acter of  each  class  of  newspapers  as  to  general  reliability,  the 
kind  of  advertising  they  carry,  and  the  accuracy  and  decency 
of  the  news  and  editorial  policy. 

The  Display  Department.  Next  to  the  use  of  the 
local  newspapers  of  a  store  community  interior  ad- 
vertising is  of  most  importance.  This  consists  of  the 
attractive  display  of  merchandise  in  the  windows  and 
throughout  the  store,  the  posting  In  conspicuous  places 
in  the  store  of  statements  of  special  bargains  and  sales 
and  of  artistic  placards,  and  the  use  of  such  other  de- 
vices as  are  most  likely  to  attract  customers  to  the 
house  and  to  secure  their  trade. 

The  display  department  is  properly  a  subordinate 


46 


ADVERTISING   AS   A    VOCATION 


part  of  the  general  advertising  department  and  Is  so 
regarded  and  conducted  in  most  stores.  In  some  very 
large  stores,  however,  the  division  of  display  is  en- 
tirely separate  and  subject  only  to  the  store  superin- 
tendent or  sales  manager.  In  these  cases  the  duties 
of  the  department  are  of  such  magnitude  as  to  require 
great  freedom  of  action  and  the  undivided  efforts  of 
capable  workers. 

Window  display  and  store  or  interior  display  are 
becoming  increasingly  important  In  retail  trade.  In 
the  large  metropolitan  store  they  are  now  considered 
the  chief  means  of  securing  custom,  and  as  worthy  of 
the  expenditure  of  large  sums  of  money  In  salaries  and 
outfit  for  display  purposes. 


DISPLAY   MANAGER 

Secretary  |  '  | 


Assistant  Display  Manager 


Window 
Decorator 


Interior 
Decorator 


Office  Man 


Style 
Expert 


Stenographer 


Sign  Man 


Carpenter 


Poster 


DIAGRAM  OF  POSITIONS  IN  THE  DISPLAY  DEPARTMENT 


The  Positions  in  the  Display  Department.  The 
positions  here  are,  the  Display  Manager,  the  assistant 
display  manager,  secretary,  window  decorator,  Interior 


RETAIL   ADVERTISING  47 

decorator,  office  man,  style  expert,  stenographer,  sign 
man,  artist,  carpenter,  and  poster. 

In  the  small  store  a  "  display  man,"  with  one  or 
two  assistants,  may  attend  to  all  the  work  of  the  de- 
partment. In  the  large  store  fifteen  or  twenty  people 
or  more  may  be  engaged  in  display  and  decoration. 

The  Display  Manager.  The  display  manager  must 
have  artistic  and  creative  ability.  He  must  see  that 
the  store  and  its  merchandise  are  fresh  and  attractive 
and  suggestive  of  genuine  money  values  and  willing 
and  prompt  service.  He  must  be  constantly  in  touch 
with  merchandise  departments  and  select  and  examine 
goods  thajt  are  feo  be  displayed,  often  advising  in  the 
purchase  of  goods  with  a  view  to  their  timely  showing. 
He  must  thoroughly  understand  the  art  of  window 
decoration,  the  effects  of  light  and  color,  the  advantages 
and  proper  place  of  advertising  material  and  decora- 
tion throughout  the  store,  the  sale  sheets  of  the  busi- 
ness, and  the  work  of  the  main  advertising  department. 

The  display  man  usually  fits  himself  for  his  work 
by  service  as  a  window  decorator  or  interior  decorator, 
by  a  school  course  in  advertising  or  selling,  or  even  by 
a  course  in  art. 

The  Assistant  Display  Manager.  The  assistant 
manager  in  the  display  department  must  be  able  to 
take  the  place  of  his  chief  at  any  time,  and  to  supervise 
the  duties  of  other  employees  in  the  department. 

The  Secretary.  The  secretary  of  either  the  head  or 
the  assistant  head  of  the  department  is  practically  him- 
self an  assistant,  attending  to  the  immediate  duties  of 
the  office.     He  is  usually  a  stenographer  and  typist. 


48  ADVERTISING   AS   A   VOCATION 

The  Window  Decorator.  The  window  decorator, 
trimmer,  or  dresser  arranges  merchandise,  decorations, 
and  placards,  or  other  advertising  material  in  the  store 
window  so  as  to  attract  attention  from  the  outside. 
He  must  originate  plans  for  groupings  and  effects  or 
follow  plans  given  him  by  the  display  manager.  He 
must  understand  clearly  the  effects  of  lighting  and 
of  combining  colors  and  of  a  proper  setting  or  back- 
ground. He  should  have  artistic  ability  and  training. 
He  may  learn  window  dressing  either  by  serving  under 
an  expert  window  or  interior  decorator  or  by  a  school 
course  in  advertising. 

Window  decorating  is  usually  done  at  night,  when 
the  store  is  closed.  In  some  cases,  however,  it  is  done 
in  the  early  morning  hours,  before  the  opening  of  the 
store. 

The  decorator  may  have  other  duties,  of  a  general 
nature,  in  the  advertising  department  or  elsewhere  dur- 
ing a  part  of  the  business  hours.  Likewise  a  selling 
person  or  a  stock  clerk  who  shows  decorating  ability 
may  be  called  upon  for  part  or  full  time  work  in 
window  dressing.  The  head  window  decorator  stands 
in  line  to  become  head  of  the  department.  There  are 
usually  several  assistants  in  window  trimming. 

The  Interior  Decorator.  The  interior  decorator 
has  charge  of  all  special  displays  of  goods  within  the 
store,  aside  from  the  windows.  He  may  arrange  en- 
tertainments and  lectures  for  the  public,  and  Christmas 
and  hoHday  attractions.  He  must  have  artistic  skill 
to  arrange  merchandise  and  decorations  most  effec- 
tively.    He  usually  learns  by  practical  experience  under 


RETAIL   ADVERTISING  49 

direction,  and  is  in  line  of  promotion  to  window  deco- 
rator and  display  manager. 

The  work  of  interior  decorating  may  be  done  at 
night,  in  the  early  morning  hours,  or  in  the  less  crowded 
hours  of  the  business  day. 

The  Office  Man.  The  office  man  has  charge  of 
routine  in  the  display  department.  He  must  see  that 
the  daily  plans  and  orders  of  the  display  manager  are 
put  into  effect  and  that  the  decorators  are  provided 
with  materials  and  service.  He  has  direct  oversight  of 
the  sign  man,  artist,  carpenter,  and  poster.  The  work 
of  the  office  man  calls  for  considerable  executive  ability. 
He  may  be  chosen  because  of  service  as  office  boy  in 
any  department  of  the  store,  or  because  of  showing 
ability  to  execute  orders  and  take  the  direction  of  sub- 
ordinates. If  he  has  display  or  advertising  ability 
or  training  he  may  secure  promotion  in  the  publicity 
of  the  store. 

The  Sign  Man.  The  sign  man  is  a  skilled  sign 
painter,  making  placards,  price  statements,  and  an- 
nouncements of  coming  sales  or  bargains.  He  may 
obtain  his  position  simply  by  having  artistic  skill  in 
lettering,  or  he  may  be  drawn  from  a  sign  painting 
company  outside  the  store. 

The  Artist.  The  artist  of  the  main  advertising  de- 
partment may  do  the  work  required  in  the  display  of 
the  store,  or  a  special  artist  for  placards,  decorations, 
and  backgrounds  may  be  employed.  In  any  case  he 
must  be  a  person  of  skill  and  training. 

The  position  of  the  artist  does  not  lead  to  other  ad- 
vertising or  store  service,  as  is  well  known,  but  has  its 


so  ADVERTISING   AS   A   VOCATION 

compensations  in  its  agreeable  nature,  adequate  pay, 
and  permanency. 

The  Style  Expert.  The  style  expert,  connected 
with  the  publicity  department  in  some  large  modern 
stores,  is  usually  a  woman  skilled  in  a  knowledge  of 
merchandise,  of  domestic  and  foreign  styles,  and  erf 
seasonal  changes.  She  must  constantly  advise  the  buy- 
ers of  the  store  and  the  display  manager  in  the  pur- 
chase of  goods  for  regular  stock  and  for  display 
purposes.  In  some  stores  the  expert  upon  styles  is 
associated  solely  or  chiefly  with  merchandising. 

A  buyer  or  assistant  buyer  in  a  department  or  a 
person  of  natural  good  taste  may  be  chosen  as  style 
expert.     A  course  in  art  is  an  advantage  for  the  work. 

Advertising  Material  Supplied  by  the  Manufac- 
turer. Increasingly  advertising  material  is  supplied 
to  the  retailer  by  the  manufacturer  of  merchandise. 
This  material  consists  of  prepared  advertisements  with 
illustrations,  frequently  in  electrotype  form,  window 
and  store  cards,  cards  for  street  cars,  tickets,  free 
samples,  and  other  things  of  an  advertising  nature  that 
the  retail  dealer  can  easily  display  in  his  store  or 
circulate  in  his  locality.  This  subject  is  treated  more 
at  length  in  Chapter  V  on  "The  Advertising  of  Manu- 
factures." 

Department  Store  Mailing  Matter.  A  department 
store  usually  sends  out  a  large  quantity  of  printed  mat- 
ter, either  from  the  main  office  of  the  advertising  de- 
partment, or  from  the  mail  order  department.  This 
material  includes  a  general  catalog  of  merchandise, 
special  catalogs,   circulars,    folders,    envelope-stuffers. 


RETAIL   ADVERTISING  5  I 

and  sometimes  a  store  magazine,  besides  numerous 
small  printed  tickets,  slips,  and  so  on. 

Two  Kinds  of  Mail  Order  Business.  There  are  the 
well-known  mall  order  houses,  which  do  business  only 
by  mall.  The  running  expenses  of  these  houses  are 
much  lower  than  those  of  the  ordinary  store,  since 
rents  are  less  outside  of  business  thoroughfares  and 
the  employees  are  fewer  in  number.  These  facts  ac- 
count In  the  main  for  the  present  number  of  mail 
order  houses  doing  retail  business. 

On  the  other  hand  some  department  stores  solicit 
mall  orders,  and  all  retail  stores  receive  more  or  less 
business  by  mall.  If  much  such  business  is  secured  a 
store  usually  opens  a  department  to  take  charge  of  it. 

Thus  we  find  the  pure  mail  order  business  and  the 
associated  mail  order  business.  In  both  cases  duties 
and  routine  are  substantially  the  same,  differing  chiefly 
in  magnitude. 

Mail  order  business,  primarily  a  problem  of  mer- 
chandising. Is  generally  considered  as  a  part  of  ad- 
vertising or  as  calling  for  a  special  form  of  advertising. 
By  mall  orders  thousands  of  persons  are  reached  out- 
side of  the  store  and  usually  outside  of  regular  cus- 
tomers. Their  patronage  Is  maintained  by  the 
treatment  they  receive  and  the  quality  of  goods  sent 
to  them.  So  every  detail  of  business  with  them  en- 
dangers or  enhances  the  prestige  of  the  store. 

The  Features  of  Mail  Order  Business  in  the  Retail 
Store.  These  features  or  divisions  of  work  are  shown 
in  their  natural  order  in  the  diagram  on  page  52.  A 
mailing  list  Is   built  up   from  various   sources,    from 


ill 

Acknowl- 
edging 
Orders 

and 
Advising 
Shipment 

< 

W 
Q 

D^ 
W 
Q 

0^ 

O 

< 

Selecting 

Merchandise 

to  Satisfy 

Customers 

Distributing 

Orders  to 

Departments 

to  be 

Filled 

|2 

Reading. 
Marking, 

and 
Recording 

Mail 

Preparing 

and 

Mailing 

Advertising 

Matter 

Accumula- 
ting Names 
for 
Mailing 
List 

52 


RETAIL    ADVERTISING 


53 


charge  accounts,  from  the  addresses  secured  in  shipping 
goods  to  customers'  homes,  from  names  learned  as 
the  result  of  special  investigation,  and  in  other  ways. 
This  list  is  revised  and  added  to  constantly.  At  the 
same  time  advertising  matter  suitable  for  mailing  is 
in  preparation,  in  the  small  store  directly  by  the  ad- 
vertising department,  and  in  the  large  one  by  the  mail 
order  division  or  department.  It  takes  from  three 
to  six  months  to  prepare  the  large  annual  catalog,  but 


MAIL  ORDER 
MANAGER 


Assistant 
Mail  Order  Manager 


Letter  Marker 


Correspondent 


Filing  Clerk 


Shopper 


Stenographer 


Messenger 


DIAGRAM  OF  POSITIONS  IN  THE  MAIL  ORDER 
DEPARTMENT 

a  few  weeks  only  for  the  common  monthly  or  seasonal 
catalog.  When  orders  are  received  they  are  read, 
marked  according  to  the  departments  of  the  store  by 
which  they  are  to  be  filled,  recorded,  entered,  and 
distributed  for  filling.  Goods  are  selected  to  satisfy 
customers,  often  at  the  discretion  of  a  department  or 
expert  shopper.  The  filled  orders  are  checked,  the 
customer  notified  and  asked  about  shipment  if  neces- 
sary, the  goods  shipped,  and  the  correspondence  filed. 
The  Mail  Order  Manager.     The  mail  order  mana- 


54  ADVERTISING   AS   A   VOCATION 

ger  is  responsible  for  the  financial  success  of  the  de- 
partment and  for  its  contribution  to  store  prestige. 
He  must  make  its  plans  and  determine  its  methods. 
The  merchandise  departments  furnish  information 
about  articles  for  sale,  but  the  manager  must  see  that 
it  is  sent  out  in  proper  form  and  that  it  is  in  keeping 
with  the  store  policies.  He  must  be  an  agitator  to 
arouse  ideas  and  methods  to  increase  business  by  mail. 

Since,  on  the  other  hand,  the  work  is  so  much  a 
matter  of  record  and  routine,  the  mail  order  manager 
may  be  chosen  from  the  recording  offices  of  a  store. 
He  may  also  prepare  for  mail  order  service  by  a  school 
course  in  advertising,  or  by  experience  in  publicity. 

The  Assistant  Mail  Order  Manager.  When  there 
is  an  assistant  in  the  office  he  has  direct  charge  of 
routines,  to  see  that  each  thing  is  done  on  time,  orders 
properly  handled,  and  records  duly  made.  If  goods 
are  ordered  when  not  in  stock  he  may  have  to  go  out 
and  purchase  them.  His  preparation  may  be  like  that 
of  the  head  of  the  department,  or  he  may  more  rarely 
be  promoted  from  a  clerkship  in  the  office  if  he  shows 
creative  and  executive  ability. 

The  Correspondent.  Next  in  importance  to  the 
head  and  assistant  comes  the  correspondent,  who  must 
read  every  order  when  completed  and  has  charge  of  all 
communications  with  customers.  He  has  the  assist- 
ance of  one  or  more  stenographers  or  may  use  the 
stenographer  of  the  department,  according  to  the  mag- 
nitude of  the  business.  The  correspondent  must  be  a 
master  of  detail  and  have  good  judgment  so  as  to 
maintain  the  good  will  of  customers.     He  is  essen- 


RETAIL   ADVERTISING  55 

daily  an  advertising  worker.  The  position  Is  often 
held  by  a  capable  woman  stenographer. 

The  Letter  Marker.  The  letter  marker  must  read 
every  order,  mark  it  with  the  department  referred  to 
in  it,  and  make  the  necessary  records  in  the  order 
manual  and  on  the  customer's  card  in  the  active  file. 
He  must  also  record  the  results  of  special  advertising 
as  far  as  they  can  be  determined.  This  division  of 
the  work  may  require  several  persons. 

The  Filing  Clerk.  The  filing  clerk  must  file  all 
orders  alphabetically  when  completed.  Those  un- 
finished are  kept  in  a  separate  file,  commonly  called 
''  forward "  or  "  set-ahead,"  to  be  taken  out  on  a 
certain  day.  Each  customer's  last  letter  must  be 
recorded  on  his  card,  and  new  names  entered  on  the 
card  file.  The  file  is  kept  geographically,  also  by 
states  and  towns. 

The  letter  marker  and  the  filing  clerks,  who  are 
usually  girls  and  women,  are  routine  workers  connected 
with  advertising.  They  are  rarely  promoted  to  ac- 
tual advertising,  as  routine  letters  and  files  do  not  afford 
the  best  training  for  publicity.  Promotion  may  come, 
however,  in  cases  of  ability  and  fitness  for  the  work 
of  higher  positions. 

The  Shopper.  The  shopper  selects  merchandise  for 
a  customer  who  leaves  it  to  the  judgment  of  the  de- 
partment to  fill  an  order.  Such  orders  come  so  fre- 
quently that  a  special  person,  usually  a  woman,  skilled 
in  selecting  goods,  is  assigned  to  care  for  them.  This 
person  holds  a  responsible  position,  to  please  and  hold 
the  customers  of  the  store. 


S6  ADVERTISING   AS   A   VOCATION 

Orders  which  specify  merchandise  are  usually  filled 
by  special  sales  persons  In  departments. 

The  Messenger.  The  messenger  takes  orders  from 
the  mall  department  to  store  departments  and  brings 
them  back  when  completed.  He  Is  simply  a  means  of 
communication  In  the  filling  of  orders. 

A  Summary  of  the  Divisions  of  Advertising  in  the 
Mail  Order  House.  In  gathering  material  for  the 
present  volume  Information  was  sought  from  one  of 
the  best  known  mall  order  houses  In  the  country.  In 
response  the  advertising  manager  of  this  house  pre- 
pared the  following  brief  but  comprehensive  statement, 
having  In  mind  especially  opportunity  in  this  field: 

In  answer  to  your  recent  inquiry  concerning  mail  order  ad- 
vertising the  following  information  may  prove  of  service: 

The  preparation  of  catalog  copy  is  the  duty  of  catalog  copy 
men,  who  are  in  many  instances  permanently  connected  with 
one  or  more  merchandise  departments  for  which  they  prepare 
copy.  These  men  work  in  conjunction  with  the  buyers  and  in 
some  lines  of  merchandise  the  buyers  themselves  prepare  their 
own  copy. 

An  editorial  division  edits  all  catalog  copy,  sometimes  re- 
writes copy,  aids  in  copy  preparation,  layouts,  etc. 

A  promotion  division  works  in  conjunction  with  the  various 
merchandise  departments  in  the  preparation  of  special  layouts 
and  special  advertising  such  as  circulars,  magazine  advertis- 
ing, etc. 

A  service  division  follows  up  copy  from  its  inception  to  its 
completion  as  finished  and  finally  O.K.'d  proof. 

These  various  divisions  are  under  the  supervision  of  the 
manager  of  the  advertising  department,  who  is  also  manager 
of  the  printing  department  and  has  general  supervision  over 
catalog  distribution. 


RETAIL   ADVERTISING  57 

The  opportunities  for  advancement  are  unusual,  as  added 
to  those  usually  present  in  advertising  establishments  are  those 
connected  with  the  manufacture  of  catalogs  and  their  distribu- 
tion, with  both  of  which  the  advertising  department  is  inti- 
mately associated. 

There  are  no  rigid  rules  as  to  educational  requirements,  and 
the  individual  equation  as  expressed  in  achievement  is  a  large 
factor  in  the  selection  of  men  for  various  positions. 


CHAPTER  V 

THE   ADVERTISING   OF   MANUFACTURES 

Advertising  by  the  Manufacturer.  While  there  are 
supposed  to  be  only  about  one  thousand  national  ad- 
vertisers, so  called,  in  this  country,  whose  merchandise 
is  distributed  throughout  the  land  and  beyond  its 
borders,  there  are  tens  .of  thousands  of  proprietors  and 
manufacturers  whose  products  are  sold  very  widely, 
mainly  through  traveling  agents  and  retail  dealers  in 
localities.  Such  proprietors  and  manufacturers  adver- 
tise their  goods  Increasingly  year  by  year.  They  are 
practically  compelled  to  do  this  to  reach  the  volume 
of  trade  that  they  desire,  since  the  retail  dealer  is 
generally  unwilling  to  advertise  a  special  product,  and 
follows  the  principle  that  publicity  expense  should  en- 
large his  business  as  a  whole,  and  should  place  his  name 
before  the  public  rather  than  that  of  the  manufacturer 
whose  merchandise  he  sells.  Recent  developments, 
however,  are  tending  to  harmonize  the  interests  of  both 
producer  and  retailer,  the  one  realizing  that  the  pres- 
tige of  the  local  dealer  increases  the  business  of  the 
manufacturer,  and  the  other  realizing  that  extensive 
and  efficient  advertising  by  a  well-known  manufacturer 
brings  the  people  of  a  community  to  a  retail  store. 
As  a  rule  the  manufacturer  has  a  large  capital,  a  wider 
reputation  to  establish  or  maintain,  and  a  larger  means 
to  produce  effective  advertising. 

58 


THE    ADVERTISING   OF   MANUFACTURES  59 

The  Relation  of  Advertising  to  Manufacture.  It 
is  the  prevailing  opinion  among  business  men  that  ad- 
vertising not  only  enlarges  the  sales  of  the  manufac- 
turer but  lays  on  him  an  obligation  toward  the  dealer 
and  consumer  in  the  nature  of  standard  goods,  fair 
prices,  and  ready  service.  This  idea  is  well  expressed 
by  a  well-known  authority  in  the  following  quotation,^ 
which  indicates  also  the  magnitude  of  the  advertising 
to  be  done: 

The  house  which  manufactures  soda-biscuit  has  been  able, 
by  advertising,  to  increase  its  output  tremendously.  This  in- 
crease of  output  has  cut  down  the  cost  of  manufacture.  The 
maker  is  able  to  supply  more  and  better  goods  for  the  same 
money;  the  goods  have  a  wider  circulation,  are  better  known, 
and  a  higher  standard  is  kept.  The  maker  cannot  allow  his 
product  to  deteriorate  in  any  way;  it  has  become  known  for 
its  excellence  through  the  advertising,  and  it  must  live  up  to 
that  excellence.  Advertising  implies  a  contract  between  the 
maker  and  the  public  always  to  deliver  the  same  goods  under 
that  same  name.  The  name  has  become  the  greatest  asset. 
It  may  represent  millions  in  publicity  —  publicity  obtained 
through  advertising. 

Only  the  initiated  can  realize  the  amount  of  work  that  such 
a  plan,  successfully  carried  out,  entails.  It  represents  nearly 
every  form  of  advertising.  It  represents  the  coin  of  a  name 
that  is  unique  without  being  grotesque,  and  so  euphonious  that 
it  may  be  remembered  easily  and  thus  become  a  part  of  the 
familiar  vocabulary  of  the  people;  designing  a  package  so  indi- 
vidual and  characteristic  that  it  will  be  recognized  at  a  glance 
and  will  form  an  advertisement  as  it  stands;  advertising  in 
newspapers  and  magazines;  announcements  in  the  trade  papers 
which  are  read  by  the  grocer  and  other  dealers;  posters  upon 
house-tops,  beside  the  right  of  way  of  great  railroads;  posters 

1  From  "  The  Business  of  Advertising,"  by  Earnest  Elmo  Calkins. 


6o  ADVERTISING   AS   A   VOCATION* 

upon  boardings  around  buildings  in  the  process  of  construc- 
tion, upon  the  stands  of  elevated  and  other  railway-stations; 
electric  signs  on  the  tops  of  tall  buildings;  names  on  sails  of 
coasting  and  fishing  vessels;  various  kinds  of  printed  matter 
sent  to  the  jobber,  to  the  salesman,  to  the  grocer,  and  to  the 
consumer. 

A  Statement  by  the  Advertising  Manager  of  a 
Well-Known  Manufacturing  Company.  Among  the 
many  advertising  men  consulted  in  the  preparation  of 
this  chapter,  one,  representing  a  manufacturing  com- 
pany whose  name  and  merchandise  are  known  through- 
out the  business  world,  volunteered  the  following 
statement,  which  is  interesting  not  only  because  of 
its  authority  but  because  of  its  brief,  cogent,  typical 
advertising  style: 

Notwithstanding  the  immense  sums  of  money  a  manufac- 
turer of  any  commodity  for  general  consumption  may  put  into 
his  plant,  his  product,  his  distributing  scheme,  and  his  selling 
force,  he  has  not  yet  done  the  most  necessary  thing  to  create 
the  sale  of  his  goods. 

The  natural  supposition  of  those  not  acquainted  with  the 
modus  operandi  of  selling  is,  that  having  perfected  a  product, 
having  placed  it  in  the  hands  of  wholesalers,  jobbers,  or  re- 
tailers it  of  itself  produces  sales. 

This  is  far  from  the  truth,  for  the  people  who  are  the  final 
goal  of  the  product  know  nothing  of  its  existence  and  when 
offered  it  by  the  retailer  are  prone  to  adhere  to  first  principles 
and  take  the  article  of  which  they  have  knowledge. 

Therefore  to  create  a  market  for  his  goods  the  manufacturer 
must  go  to  the  people  direct  with  news  of  and  information 
about  his  product. 

Advertising  is  not  only  the  best  but  the  only  method  to-day 

V. 


THE   ADVERTISING   OF   MANUFACTURES  6 1 

by  which  the  people  may  be  made  to  feel  the  need  of  any  new- 
thing. 

Whether  the  actual  want  existed  is  no  concern  of  the  manu- 
facturer so  long  as  he  can  make  people  believe  they  want,  have 
wanted,  and  waited  for  his  article. 

But  the  manufacturer  in  his  advertising  must  be  honest;  he 
must  tell  the  people  exactly  what  his  product  is,  what  it  will 
do,  why  it  does  it,  and  why  it  is  better  than  anything  made 
before  and  therefore  more  economical. 

Advertising  is  the  most  potent  power  to-day  in  the  world 
and  if  properly  directed  can  accomplish  marvels. 

Advertising  by  the  manufacturer  does  not  consist  alone  of 
buying  and  filling  space  in  publications  for  the  circulation  of 
news  about  his  goods,  but  embraces  many  things  that  are  not 
looked  upon  by  the  public  as  advertising. 

Problems  of  merchandising,  distribution,  salesmanship,  de- 
tails of  manufacturing,  of  packages,  of  labels,  of  store  fronts, 
of  signs,  of  catalogs  to  dealers  and  consumers,  of  news  items, 
of  dealer  helps,  all  are  part  of  an  advertising  man's  job. 

Positions  in  the  Advertising  Department  of  a 
Manufacturing  Company.  The  usual  positions  con- 
nected with  advertising  in  manufacture,  as  shown  by 
the  chart  on  page  62,  are,  the  Advertising  Manager, 
one  or  more  assistant  managers,  copy  writers,  clerks 
in  the  various  divisions  of  the  department,  stenog- 
raphers, artists,  foremen  of  advertising  stock  room, 
bundle  boys  and  shippers,  and  foreman  of  the  mailing 
division.  In  a  small  concern  the  department  is  smaller 
and  the  workers  fewer.  The  duties  connected  with 
these  positions  are  in  the  main  similar  to  those  of  posi- 
tions already  enumerated  in  preceding  chapters,  while 
some   of  them   are,   of  course,   merely   routine   office 


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62 


THE   ADVERTISING   OF   MANUFACTURES  63 

work,  such  as  is  found  in  general  business.  The  mana- 
ger, assistant  managers,  advertising  writers,  and  artists 
do  distinctively  creative  advertising  work. 

The  Advertising  Manager.  The  manager  must 
keep  in  touch  with  general  business  conditions,  with 
merchandising  and  selling,  and  with  the  established 
policies  of  the  firm.  He  must  be  able  to  advise  the 
management,  and  he  must  know  how  and  when  and 
where  to  advertise  the  products  of  the  firm.  Either 
he  or  his  assistant  managers  or  special  copy  writers 
may  prepare  advertisements.  The  manager,  however, 
must  pass  upon  them  as  well  as  upon  illustrations  and 
methods  by  which  they  are  to  be  placed  before  the 
public.  He  may  be  a  member  of  the  firm  or  a  person 
who  has  had  considerable  business  and  advertising 
experience.  He  is  largely  responsible  for  the  sale  of 
the  goods  produced  by  the  firm  and  so  for  the  success 
of  manufacture. 

The  proprietor  or  manufacturer  may,  of  course, 
employ  an  advertising  agency  to  take  charge  of  his 
publicity  and  this  is  frequently  done,  especially  by  a 
small  concern,  one  just  beginning  manufacture,  or  by 
a  large  firm  that  has  not  on  its  business  side  developed 
an  advertising  department. 

As  an  aid  in  creating  a  demand  for  merchandise 
the  manufacturer  frequently  makes  sales  to  the  trade 
in  advance  of  advertising. 

The  Two  Fields  of  Advertising  in  Manufacture. 
There  are  two  distinct  kinds  of  work  in  the  advertising 
of  manufacture.  The  first  comprises  all  that  is  done 
in  general  advertising  to  reach  as  wide  a  public  as 


64  ADVERTISING   AS   A    VOCATION 

possible,  and  Is  conducted  In  special  campaigns  or  con- 
tinuous advertising  along  lines  determined  upon  by 
the  company.  The  second  field  Includes  all  that  may  be 
done  to  help  a  dealer  In  a  locality  and  is  of  the  nature 
of  retail  advertising. 

General  Advertising.  The  most  conspicuous  fea- 
ture of  this  division  Is  the  special  campaign  which 
may  be  entered  into  by  the  advertising  department 
of  a  manufacturing  company,  either  when  the  firm  is 
newly  established,  a  new  product  or  line  of  products 
put  before  the  public,  or  at  an  opportune  season  for 
the  increase  of  business.  At  the  same  time  most  com- 
panies advertise  steadily  In  the  public  press,  or  through 
other  mediums.  In  all  cases  the  manufacturer  Is 
speaking  directly  to  the  public,  and  for  the  sake  of 
Increasing  retail  trade.  Most  large  companies  issue 
general  catalogs,  circulars,  and  other  material,  which 
are  sent  both  to  the  retailer  and  to  the  consumer. 

Advertising  Service  for  the  Dealer.  Most  manu- 
facturing companies,  to  ensure  efficient  retail  adver- 
tising and  the  handling  of  their  goods  by  dealers  in 
various  localities,  provide  the  necessary  publicity  ma- 
terial for  the  dealer.  Local  campaigns  are  planned 
and  carried  out.  Original  designs  for  signs,  display 
material,  and  printed  material  to  draw  customers  to  a 
store  are  provided  In  quantity.  Copy  and  electrotypes 
are  provided,  and  advice  is  given  to  the  dealer  in  the 
spending  of  money  in  handling  the  material  provided 
and  for  the  other  local  advertising.  Thus  the  dealer 
under  modern  conditions   of  manufacture   and  trade 


THE   ADVERTISING   OF    MANUFACTURES  65 

may  have  the  benefit  of  the  skilled  advertising  of  the 
manufacturing  company. 

An  increasing  amount  of  money  is  spent  annually 
by  manufacturers  in  these  so-called  "  dealer  helps  " 
and  in  planning  and  directing  retail  advertising. 


CHAPTER  VI 

PERIODICAL   ADVERTISING 

The  Newspaper.  As  has  been  shown  In  Chapter 
III,  on  "  Advertising  Mediums,"  the  periodical  press 
provides  the  leading  medium.  The  conspicuous  di- 
visions of  periodicals  are  newspapers  and  magazines. 
These  practically  include  all  publications  issued  at  regu- 
lar intervals.  These  two  divisions  are  treated  sepa- 
rately in  the  present  chapter,  with  the  newspaper  first, 
as  of  greater  relative  importance.  The  newspaper 
divides  into  the  daily,  with  morning,  evening,  and 
Sunday  editions;  and  the  weekly  and  semi-weekly,  run- 
ning into  the  country  papers  and  trade  papers  and 
so  over  into  the  magazine  field.  The  work  done  in 
newspaper  advertising  consists  mainly  in  securing, 
handling,  and  publishing  the  prepared  advertisements 
of  manufacture  and  trade. 

The  preparation  of  circulars,  handbills,  entertain- 
ment programs,  merchandise  catalogs,  and  similar 
mediums  is  chiefly  a  part  of  the  publicity  work  of  manu- 
facture, retail  trade,  and  the  advertising  agency. 

The  Kinds  of  Newspaper  Advertising.  The  two 
large  divisions  of  newspaper  advertising  are  the  Clas- 
sified Division  and  the  Display  Division.  Classified  ad- 
vertising includes  publicity  matter  which  may  be 
printed  under  particular  headings,  such  as  automobiles, 
clothing,  real  estate,  help  wanted,  situations  wanted, 

66  ^ 


PERIODICAL   ADVERTISING  67 

lost  and  found,  and  so  on.  Most  large  newspapers 
have  one  or  more  pages  entirely  filled  with  classified 
advertisements.  On  the  other  hand,  display  advertis- 
ing is  that  which  is  placed  anywhere  in  the  paper,  in 
such  a  way  as  to  attract  attention,  irrespective  of  the 
other  advertising  appearing  in  the  paper.  The  clas- 
sified method  serves  for  the  convenience  of  the  reader 
who  wishes  to  look  for  a  certain  matter;  the  display 
aims  to  catch  his  eye  and  attract  his  interest  while  he 
is  reading  the  ordinary  news  of  the  day.  Many  ad- 
vertisers, indeed,  prefer  to  have  their  advertisements 
stand  next  to  reading  matter.  Yet  a  recent  investiga- 
tion of  the  preferences  of  advertisers  in  this  respect 
shows  a  wide  divergence  of  opinion.  It  may  be  said, 
however,  that  classified  advertising  represents  smaller 
outlays  of  money,  by  individuals  and  small  business 
concerns,  and  that  display  advertising  represents  the 
larger  expenditures  of  money  for  publicity  purposes. 
Classified  matter  usually  comes  without  solicitation  on 
the  part  of  the  paper,  while  display  is  largely  obtained 
through  solicitors. 

Again,  from  the  standpoint  of  source  advertising  is 
classed  as  Local  and  Foreign.  The  first,  which  is  of 
greater  importance,  is  drawn  from  the  business  and 
industry  of  the  neighborhod  in  which  a  paper  is  pub- 
lished. In  this  case  the  advertiser  may  benefit  only 
by  a  part  of  the  circulation  of  the  paper.  Foreign 
advertising  is  such  as  comes  from  outside  the  locality 
of  publication,  from  elsewhere  in  the  country.  It 
deals  with  merchandise  meant  for  general  distribution, 
profits  by  the  entire  circulation  of  a  paper,  and  is  ob- 


68  ADVERTISING   AS   A   VOCATION 

tained  by  a  ''  foreign  "  solicitor  or  through  advertising 
agents. 

Newspaper  Revenue.  The  revenue  of  a  newspaper 
comes  from  two  sources,  the  sales  of  the  paper  itself 
and  the  sales  of  advertising  space.  The  latter  is  be- 
coming more  and  more  Important  as  the  chief  source  of 
profit.  While  the  small  country  weekly  or  daily  may 
still  count  most  on  the  income  from  its  subscription  list, 
the  average  daily  now  makes  the  extent  of  Its  cir- 
culation a  basis  for  attracting  advertisers  from  whom 
the  larger  profit  is  expected.  Two-thirds  or  even 
three-fourths  of  the  income  of  the  metropolitan  dallies 
results  directly  from  the  sale  of  advertising  space. 

Newspaper  Advertising  Rates.  The  metropolitan 
papers  have  greater  uniformity  in  methods  and  charges 
than  have  the  country  papers.  Advertising  agents  are 
attempting  to  bring  about  a  standardization  of  rates, 
commissions,  cash  discounts,  and  other  details  of  pub- 
licity. 

Nearly  all  advertising  is  now  measured  by  the  agate 
line,  but  a  few  small  papers  still  measure  by  the  inch. 
Generally  one  line  rate  is  used  for  ordinary  matter, 
another  for  department  stores,  another  for  publishers, 
and  so  on.  The  rates  of  some  papers  are  determined 
by  the  amount  of  space  used  In  an  advertisement  and  by 
the  length  of  time  it  Is  to  run.  In  the  city  the  lowest 
charges  are  usually  for  persons  seeking  work,  under 
"  Want  Ads.,'*  and  the  highest  are  usually  found  in 
general  business  and  special  advertising.  On  the  other 
hand  on  country  papers  the  personal  rates  are  usually 
higher. 


PERIODICAL   ADVERTISING 


69 


The  larger  papers  Issue  ''  rate  cards  "  for  the  use  of 
advertisers.  These  are  sometimes  long  and  compli- 
cated statements  and  necessitate  considerable  study  by 
the  advertiser,  the  agent,  or  the  "  rate  man." 

Sample  Rate  Cards  of  a  Daily  Paper.  Following 
are  the  rate  cards  of  a  well-known  daily  paper.  They 
show  both  the  cost  of  advertising  in  various  parts  of 
the  paper  and  the  nature  of  the  advertisements  carried 
In  its  columns,  as  well  as  Its  circulation  and  volume 
of  advertising.  This  paper  employs  about  thirty  per- 
sons In  its  advertising  department. 

ADVERTISING  RATES 


Morning  and  Evening  Editions 
Per  single  col.,  agate 
line,  each  day 

First    Page    $1.00 

Editorial  Page    40 

Last  Page    30 

Inside     Pages,     except     Edi- 
torial      30 

Latest  Publications    (Run   of 

Paper)      30 

Political    (First  Page)    1.50 

Political    (Run  of   Paper).,.     .50 

Railroads      30 

Remedies,  Medicines,  etc.   . .     .40 

Run  of  Paper 30 

Financial      35 

Automobile    30 

Rate    for    general     advertising 
when    run    p.  m.   and   a.  m.    in   the 
Daily    Globe    5    cents    extra    per 
line. 
Reading  Notices: 

First    Page  —  Advt $2.50 

Any  Other  Page  —  Advt.   ..   1.25 


Sunday  Edition 

Per  single  col.,  agate 
line,  each  day 

First    Page    $1.25 

Editorial   Page    50 

Main      Sections     and      First 

Page  of  2d  Section 40 

Table  Gossip,  opp.  Table 
Gossip,  opp.  Editorial, 
Household    and    Other 

Outside  Section   Pages 35 

Latest  Publications    (Run  of 

Paper)      35 

Railroads      30 

Remedies,     Medicines,     etc.. 
Main    News    Sections,    and 
First  Page  of  2d  Section..     .50 
Remedies,      Medicines,      etc. 

(Run   of  Paper)    40 

Political    (First  Page)    2.00 

Political    (Run  of  Paper)...     .50 

Run  of  Paper 35 

Financial    35 

Automobile    30 

Reading  Notices: 

First    Page  —  Advt 3.00 

Any  Other  Page  —  Advt.  ...   1.50 


70 


ADVERTISING   AS   A   VOCATION 


No  Discounts  of  Any  Name  or  Nature 
Reading  matter,  cuts,  and  extra  large  type  must  be  acceptable  to  the 

publisher 
Net  paid  daily  circulation  over  257,000  copies. 
Sunday  circulation  over   302,000  copies   per  issue. 

(Member  of  Audit  Bureau  of  Circulations.) 
Carried   8,433,054   lines  of  advertising. 

(A  gain  of  70,533   lines  over  1915.) 
Printed   548,712  want  and  classified   advertisements. 

(A  gain  of  60,381  advertisements  over  1915.) 
Printed  812,105  lines  of  automobile  advertisements. 
(A  gain  of  134,442  lines  over  1915.) 


VS^ANT  CLASSIFICATIONS 


No  Discount  for  Cash  or  Repeated   Insertions. 
Both   Daily  and   Sunday. 

Rate  Per  Agate  Line 

Dis- 
Solid  play 

Agents,    etc 25c  30c 

Antiques  and  Curios    ...20c  30c 

Apartments     and     Tene- 
ments     15c  25c 

Auctions  —  Automobiles    15c  25c 

Auctions  —  Horses     and 

Carriages     15c  25c 

Auctions — Real    Estate.  15c  25c 

Auction    Sales    15c  25c 

Automobiles     ( Used 

Cars)     15c  25c 

Automobile   Insurance    ..30c  30c 

Autumn    Resorts    15c  30c 

Billiards  and  Pool    25c  30c 

Board    and   Rooms 15c  25c 

Business   Chances    20c  30c 

Business   Notices    30c  30c 

Business  Personals    30c  30c 

Carpet     and     Vacuum 

Cleaners     15c  30c 

Cash   Registers    20c  25c 

City  of   Boston    15c  25c 

Clothing     20c  30c 

Copartnership   Notices    .  .25c  30c 

Coastwise    Steamship 

Lines     30c  30c 

Detective    Agencies    25c  30c 

Diamonds,  Jewelry,  etc.  25c  30c 

Dogs,  Cats,  Pets,  etc.    ..20c  30c 

Dramatic    15c  30c 


Rates  Are  the  Same 


Solid 
Dressmaking,     Millinery, 

etc 2oc 

Farm  and  Garden  . . .  15c 
Female  Help  Wanted   ..15c 

Financial      30c 

For  Adoption    25c 

For   Sale    20c 

Furniture,   etc 20c 

Hearings    20c 

Heating  and  Cooking  ..20c 
Horses,  Carriages,  etc.  ..15c 

Hotels     30c 

Houses    To    Let     and 

Wanted    15c 

Information   Wanted    ...20c 

Legal    Notices    15c 

Legislative  Hearings    ...20c 

Live    Stock    15c 

Lost,  Found,  etc 15c 

Machinery  and  Tools  ..15c 
Mail  Order  Business  ...30c 

Male  Help  Wanted   15c 

Meetings    25c 

Miscellaneous   25c 

Money   to    Loan    30c 

Motorcycles,  Bicycles,  etc   15c 

Music    20C 

Musical  Instruments  ....20c 

Notices    20C 

Ocean  Steamship  Lines  . .  30c 


Dis- 
play 
\ 

30c  ( 

30c 

30c 

30c 

30c 

30c 

30c 

25c 

30c 

25c 

30c  \ 

25c  ; 

30c  , 

25c 

25c 

30c 

30c 

30c 

30c 

30c 

30c 

30c 

30c 

25c 

25c 

25c 

25c 

30c 


PERIODICAL    ADVERTISING 


71 


Dis- 

Solid  play 

Parcel    Post    30c  30c 

Patents   25c  25c 

Photographs,       Cameras, 

etc 20c  30c 

Poultry,  Pigeons,  etc.   ...15c  30c 

Proposals     20c  25c 

Railroads     30c  30c 

Real    Estate    15c  25c 

Real    Estate    for    Ex- 
change     15c  25c 

Real  Estate  Mortgages   .15c  25c 

Refrigerators,  etc 20c  30c 

Safes  20c  30c 

Schools,  Colleges,  etc.   ..25c  25c 

Sewing  Machines    2C)C  25c 

Showcases,  Desks,  etc.   .  .20c  25c 
Situations    Wanted  —  Fe- 
male     IOC  25c 

Situations      Wanted  — 

Male     IOC  2';c 

Sporting  Goods   20c  30c 

Storage     20c  25c 

Stores,   Offices,   etc 15c  25c 

Summer   Cottages    15c  30c 

Summer  Home   Supplies  25c  25c 

Summer  Resorts 15c  30c 

The  Ballroom    20c  25c 

Toilet    and    Invalid    Ar- 


Dis- 
Solid  play 

tides,   etc._ 25c    25c 

30c  30c 
25c 
30c 
30c 
30c 
30c 
30c 


Tours  and  Travels 

Typewriters,    etc 20c 

Wall  Papers  20c 

Wanted    25c 

Wines,  Liquors,  etc 30c 

Winter   Resorts    15c 

Yachts,  Boats,  etc 20c 

Advts.    out   of   classifica- 
tion     30c     30c 

On  Advertisements  which  do 
not  properly  come  under  classi- 
fication, 30c  will  be  charged  in 
all  instances  except  where  the  net 
rate  is  higher.  This  applies 
especially  to  ads  under  "  Auc- 
tion," "Help  Wanted,"  "Real 
Estate,"  etc. 

Rate  for  "  Agents,"  "  Partners," 
"  Salesmen  "  or  "  Saleswomen  " 
ordered  under  Male  or  Female 
Help   is  25c  solid,   30c  display. 

The  paper  reserves  the  right  to 
revise  or  reject  any  advertise- 
ment. 

No  Want  Ad  Taken   for  Less 

Than  Two  Lines 

Boston,  Mass.,  March  i,  19x7 


Organization  in  Newspaper  Advertising.  In  the 
case  of  a  paper  with  a  small  circulation,  country  or 
weekly  or  daily,  the  work  of  the  advertising  department 
may  be  very  simple,  and  may  be  attended  to  by  the 
owner,  editor,  or  capable  employee,  with  clerical  as- 
sistance. As  circulation  increases  and  the  advertising 
department  of  a  paper  becomes  increasingly  a  source 
of  profit,  usually  the  man  of  the  best  business  ability 
connected  with  the  paper  Is  placed  in  control  of  the 
advertising,  and  given  the  necessary  number  of  capable 
assistants.  On  a  daily  paper  having,  for  instance, 
100,000  circulation  the   advertising  department  may 


72  ADVERTISING   AS   A   VOCATION 

employ  ten  or  twelve  to  twenty  persons;  the  great 
metropolitan  daily,  with  circulation  running  into  the 
hundreds  of  thousands,  may  employ  from  thirty  to 
fifty  persons.  In  each  case  a  majority  of  the  persons 
employed  do  routine  work,  at  routine  pay;  a  large 
minority,  one-third  or  over,  occupy  important  positions, 
determine  the  success  of  the  advertising  department 
and  draw  liberal  salaries. 

The  organization  of  the  publicity  department  in  the 
large  daily  paper  is  becoming  more  and  more  im- 
portant. Formerly  in  most  cases  it  was  enough  to  se- 
cure business  and  keep  the  columns  of  the  paper 
properly  supplied  with  advertising  matter.  Now,  with 
unprecedented  progress  and  expansion  in  manufacture 
and  trade,  it  becomes  necessary  for  the  management 
of  the  great  daily  to  employ  the  most  capable  men  who 
can  be  secured,  to  divide  their  duties  very  clearly,  and 
through  them  to  seek  the  most  profitable  and  reputable 
advertising  business  possible,  both  in  the  local  and  in 
the  foreign  field.  This  elaborate  organization,  exist- 
ing and  recognized  in  most  cases,  is  indicated  in  the 
diagram  on  page  73. 

The  Advertising  Manager.  The  advertising  man- 
ager of  a  paper,  whether  proprietor  or  employed  offi- 
cial, occupies  an  important  position.  In  some  cases 
he  is  the  chief  man  on  the  paper,  a  sort  of  general 
manager,  controlling  its  policies  and  activities,  and 
making  its  leading  features  contribute  to  its  value  as 
an  advertising  medium.  In  all  cases  the  manager 
must  have  an  extensive  knowledge  of  business  conditions 
and  must  be  able  to  plan  advertising  for  a  client  or  ad- 


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74  ADVERTISING   AS   A   VOCATION 

vise  him  In  regard  to  It.  The  manager  usually  employs 
his  own  staff,  and  he  must  have  ability  to  organize 
and  direct  the  work  of  others.  He  may  also  have 
charge  of  the  circulation  department  of  a  paper,  though 
that  Is  properly  separate.  He  sometimes  personally 
solicits  the  most  important  contracts  handled  by  his 
paper.     He  writes  the  literature  of  the  department. 

The  advertising  manager  of  a  newspaper  may  have 
been  Its  managing  editor,  or  the  advertising  manager 
or  solicitor  of  some  business  firm,  or  simply  a  successful 
business  man.  The  position  is  comparatively  a  perma- 
nent one  and  highly  paid.  In  nearly  all  the  cases 
investigated  in  gathering  material  for  this  chapter,  the 
newspaper  advertising  manager  had  held  his  place  for 
a  considerable  period  of  years.  One  manager  who 
contributed  valuable  information  came  to  his  position 
as  follows: — He  was  a  college  graduate  and  on  ac- 
count of  poor  health  found  an  outdoor  occupation  ad- 
visable. He  became  a  book  agent  and  in  a  year  and 
a  half  carried  his  earnings  from  twenty-five  or  thirty 
dollars  weekly  to  about  one  hundred  dollars.  In  the 
meantime,  as  opportunity  offered,  he  secured  advertis- 
ing for  a  journal  published  by  his  employer.  He  thus 
became  interested  in  advertising  and  worked  on  a  num- 
ber of  papers  as  solicitor.  At  the  age  of  twenty-eight 
he  was  made  advertising  manager  of  a  metropolitan 
daily  paper. 

Some  large  papers  have  "  local,*'  "  display,"  and 
"  classified  "  advertising  managers,  who  take  charge  of 
the  major  divisions  of  the  work  of  the  department. 
They  are  practically  assistants  to  the  manager. 


PERIODICAL   ADVERTISING  /  '       75 

The  Newspaper  Advertising  Solicitor.  Like  the 
advertising  agent  the  newspaper  advertising  solicitor  is 
a  salesman.  He  sells  advertising  space  and  service. 
He  needs  more  than  the  usual  qualities  of  the  sales- 
man, for  he  must  know  his  client's  business  as  well  as 
his  own,  and  he  may  need  to  know  the  business  of 
many  clients.  He  must  know  when  a  client,  actual  or 
prospective,  ought  to  plan  his  advertising  and  how 
extensive  a  campaign  should  be  made,  either  from  his 
own  knowledge  and  observation  or  from  information 
coming  from  the  manager  over  him.  He  must  be  an 
adviser  to  the  manufacturer  or  merchant  who  has 
goods  to  sell  but  may  not  have  extensive  knowledge 
of  publicity  methods.  He  must  have  tact,  to  retain 
the  good  will  of  business  men  toward  his  paper;  dis- 
crimination, to  seek  the  right  advertising  at  the  right 
time;  and  judgment  and  patience,  to  work  in  harmony 
with  developing  business  conditions.  The  work  of  the 
solicitor  and  of  the  manager  are  closely  related.  In  a 
sense  a  solicitor  in  a  certain  line  of  business  is  a  man- 
ager for  his  paper  of  that  division  of  its  advertising. 
On  large  papers  there  are  usually  several  solicitors 
in  each  division  of  the  work. 

Soliciting  is  regarded  by  many  advertising  men  as 
the  best  entrance  to  work  in  this  field. 

In  the  estimate  of  many  men  consulted  in  preparing 
this  chapter  the  essential  qualities  of  the  advertising 
solicitor  are  as  follows: 

1.  The  instincts  of  a  salesman. 

2.  A  knowledge  of  what  his  own  paper  stands  for. 


76  ADVERTISING   AS   A   VOCATION 

3.  A  knowledge   of  what   other   papers   in   the 

locality,  as  competitors,  stand  for. 

4.  A  knowledge  of  local  conditions  in  business. 

5.  A  knowledge  of  the  particular  business  of  a 

client. 

The  solicitor  is  not  necessarily  a  writer  of  adver- 
tising. He  is  a  business  getter,  and  enters  the  field  of 
soliciting  because  of  exceptional  ability  to  secure  busi- 
ness. He  may  be  called  by  a  paper  out  of  some  mer- 
cantile position  rather  than  from  advertising  courses 
or  schools.  He  passes  from  the  small  paper  to  the 
large,  and  quite  frequently,  after  building  up  a  clientele, 
becomes  an  advertising  agent  with  an  organization  of 
his  own,  or  an  agency  solicitor.  The  successful  news 
reporter,  who  must  meet  people  tactfully  and  handle 
news  Information  effectively  and  truthfully,  may  make 
a  good  solicitor. 

The  Financial  Solicitor  secures  financial  advertis- 
ing for  his  paper.  He  must  understand  finance.  In 
many  cases  he  comes  from  a  banking  institution,  or  he 
may  get  his  training  on  a  financial  paper.  He  must 
be  able  to  write  a  financial  advertisement. 

The  Automobile  Solicitor  need  not  be  a  person  of 
mechanical  Intelligence.  He  must  be  "  a  good  talker 
and  mixer,"  understand  automobile  terms,  the  various 
makes,  and  their  advertising  points.  He  must  know 
how  to  write  automobile  advertising.  He  may  have 
had  experience  as  salesman  with  an  automobile  com- 
pany, or  as  a  solicitor  In  some  other  field. 

The  Mercantile  Solicitor  seeks  advertising  from  re- 


PERIODICAL   ADVERTISING  77 

tail  trade.  He  is  often  called  a  store  solicitor.  He 
must  thoroughly  understand  retail  trade  conditions,  the 
times  and  seasons  for  publicity,  and  the  best  methods 
of  retail  advertising.  He  must  have  wide  acquaint- 
ance and  good  standing  with  business  men.  One  solici- 
tor may  deal  with  department  stores,  another  with 
small  retail  stores,  or  another  with  specialty  stores. 
The  store  solicitor  is  frequently  drawn  from  store 
service,  such  as  advertising  man  or  manager  of  a  de- 
partment. Or  he  may  be  promoted  from  lower  posi- 
tions in  newspaper  advertising. 

The  Indoor  Solicitor  strives  to  retain  permanently 
the  advertising  business  coming  to  his  paper  and  to 
secure  new  business,  mainly  through  correspondence. 
He  reviews  the  advertising  appearing  in  the  columns 
of  the  paper  in  previous  periods,  or  about  to  expire, 
to  see  whether  it  has  been  renewed,  and  if  not  writes 
to  an  advertiser  suggesting  renewal.  He  is  thus 
usually  dealing  with  business  first  brought  to  the  paper 
by  other  solicitors.  He  also  makes  a  study  of  the 
business  which  advertisers  place  in  the  columns  of 
competing  newspapers  in  his  locality,  and  writes  to  such 
advertisers  asking  for  their  business,  or  quoting  the 
rates  which  his  paper  can  give  for  such  service  as 
they  have  received  from  other  papers.  The  indoor 
solicitor  thus  reviews  and  supplements  the  work  of  his 
department.  He  should  be  a  person  of  large  informa- 
tion and  experience  in  securing  advertising  business. 

Indoor  soliciting  may  be  a  part  of  the  classified  desk 
work,  especially  in  the  case  of  a  small  newspaper. 

The  Classified  Desk  Man  receives  and  handles  the 


78  ADVERTISING   AS   A   VOCATION 

classified  advertising,  which  comes  to  a  paper  mainly 
without  solicitation.  The  desk  man  must  determine 
whether  it  is  acceptable  according  to  the  policy  of  the 
paper,  and  must  give  all  necessary  information  to  an 
advertiser  and  make  arrangements  and  contracts  for 
the  publication  of  the  material  accepted.  On  a  large 
paper  there  are  several  desk  men,  as  hundreds  of 
items  may  be  handled  daily. 

The  desk  man  must  know  rates  and  classifications, 
something  about  types  and  display,  the  best  days  or 
seasons  for  certain  advertisements,  how  long  they 
should  run,  and  their  proper  form  and  wording. 
While  in  a  sense  a  solicitor,  the  classified  desk  man 
has  mainly  routine  work.  He  must  be  able  to  carry 
many  particulars  in  his  mind  and  has  usually  had  con- 
siderable experience  as  a  clerk  in  the  department. 

The  Foreign  Solicitor  represents  a  paper,  for  the 
purpose  of  securing  advertising  in  some  place  outside 
of  its  locality.  Most  large  papers,  scattered  through- 
out the  country,  have  representatives  in  at  least  several 
large  cities,  such  as  New  York  and  Chicago.  On 
the  other  hand  each  such  "  foreign  "  representative, 
or  solicitor,  usually  serves  several  newspapers,  his  of- 
fice expenses  and  salary  being  divided  among  them. 
He  solicits  material  from  national  or  "  foreign  "  ad- 
vertisers, and  at  a  flat  rate  which  makes  his  work 
easier  than  that  of  the  ordinary  solicitor.  At  the  same 
time  it  is  usually  more  profitable,  as  it  deals  with  the 
larger  kinds  of  business,  with  large  contracts  rather 
than  small. 

The  foreign  solicitor  must  be  a  man  of  considerable 


PERIODICAL   ADVERTISING  79 

ability  and  experience  In  securing  advertisements,  hav- 
ing served  usually  as  an  ordinary  solicitor.  He  must 
understand  business  conditions  at  large,  and  be  able 
to  select  the  right  kind  of  business  out  of  an  Infinite 
variety  to  be  found  In  the  great  centers  of  manufacture 
and  trade. 

While  the  advertising  agent  Is  always  seeking  to 
use  the  medium  of  the  periodical  press,  the  newspaper 
which  does  not  employ  a  foreign  solicitor  generally 
seeks  foreign  advertising  through  an  agent  In  a  lo- 
cality, paying  him  regularly  his  commissions  on  busi- 
ness secured.  The  ready  service  of  the  agency  thus 
sometimes  makes  it  less  necessary,  and  more  costly,  to 
a  paper,  to  employ  foreign  representatives. 

The  Clerk.  In  newspaper  publicity  the  clerk  has 
general  duties,  to  keep  records  of  contracts,  make  out 
bills  for  the  publication  of  advertising  matter,  keep 
files  of  correspondence  and  of  matter  appearing  In  his 
own  and  other  papers,  do  bookkeeping.  If  necessary, 
help  at  the  classified  desk,  and  attend  to  other  office 
routines.  Through  working  at  the  classified  desk  he 
may  become  an  indoor  solicitor.  If  he  has  sufficient 
knowledge  of  business  and  good  personal  qualities,  tact, 
and  persistence,  he  may  become  an  outside  solicitor. 

The  Stenographer.  In  the  newspaper  advertising 
office  the  stenographer  has  the  usual  duties  of  taking 
dictation,  writing  letters,  and  writing  copy.  The  work 
is  sometimes  that  of  secretary  to  a  manager  or  solici- 
tor, or  service  at  the  classified  desk,  with  possible  pro- 
motion beyond. 

The  Office  Boy.     This  position  is  the  most  usual 


8o  ADVERTISING   AS   A   VOCATION 

entrance  into  the  business  for  the  young  person.  It 
gives  acquaintance  with  routine  duties  and  may  lead 
to  inside  experience  and  training  in  advertising.  It 
brings  advancement  to  the  boy  or  young  man  who  has 
the  requisite  education,  ability,  and  personal  qualities. 
Frequently  young  men  are  employed  as  office  boys  be- 
cause they  appear  to  have  the  needed  qualities  for 
promotion,  or  because  they  know  stenography  and  type- 
writing and  can  help  at  the  classified  desk,  or  even  do 
clerical  work. 

The  arrangement  of  positions  in  the  diagram  on 
page  73  shows  the  natural  and  usual  line  of  advance- 
ment from  the  lower  to  the  higher. 

Magazine  Advertising.  The  second  large  division 
of  this  chapter  is  that  of  magazine  advertising.  It 
has  a  smaller  volume  of  business  than  that  of  the 
newspaper,  commands  a  higher  rate,  and  differs  con- 
siderably in  its  conduct.  It  takes  on  a  quality  of  work 
and  a  permanency  in  employment  hardly  possible  in 
the  newspaper  field. 

The  efficacy  of  newspaper  advertising  lasts  a  short 
period  only,  from  a  few  hours  to  a  few  days;  that 
of  the  magazine  lasts  a  much  longer  time,  especially 
as  magazines  are  preserved  for  months  or  even  years 
in  many  families.  The  newspaper  usually  appeals  for 
immediate  local  sales,  a  large  volume  of  business  in 
a  limited  area  and  time;  the  magazine  appeals  for 
sales  reaching  into  an  extended  future  and  over  a  large 
territory. 

At  most  the  cost  of  newspaper  advertising  may  be 
several  hundred  dollars  for  a  full  page  in  the  Sunday 


PERIODICAL   ADVERTISING  8  I 

edition  of  a  metropolitan  daily,  while  the  cost  of  a 
single  page  in  some  of  our  well-known  magazines,  its 
area  being  possibly  one-fourth  as  great  as  that  of  the 
newspaper  page,  may  be  from  $5000  to  $9000  for 
a  single  issue. 

It  follows,  then,  that  the  literary  quality  of  magazine 
advertising  must  be  higher.  In  keeping  with  the  literary 
standard  set  by  the  magazine  itself.  This  demand 
draws  educated  and  well  trained  men  and  women  into 
the  magazine  advertising  field,  assures  higher  salaries, 
more  satisfactory  professional  conditions,  and  greater 
permanency  of  service.  At  the  same  time  there  is 
the  demand  for  men  and  women  able  to  understand 
and  deal  with  large  kinds  of  business,  in  which  great 
sums  of  money  are  involved  and  advertising  work 
becomes  national  in  scope. 

The  Divisions  of  Magazine  Advertising.  The 
natural  divisions  of  work  in  the  magazine  advertising 
field  are  indicated  in  the  accompanying  diagram,  on 
page  82.  They  consist  in  the  main  of  soliciting  busi- 
ness, doing  service  to  advertisers,  editing  material, 
correspondence,  the  handling  of  proof,  make  up  in  the 
columns  of  the  magazine,  and  collecting  and  preserving 
material  and  books  dealing  with  the  duties  of  the  de- 
partment. 

Again,  there  are  the  activities  carried  on  in  the  of- 
fice of  the  magazine  and  in  its  home  field,  and  the 
work  done  outside  of  this  home  area,  like  the  "  for- 
eign "  soliciting  of  the  newspaper.  Thus  two  sets  of 
workers  are  called  for,  those  immediately  connected 
with  the  magazine  and  others,  usually  a  smaller  num- 


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PERIODICAL   ADVERTISING 


83 


ber,  serving  It  In  distant  localities,  such  as  the  large 
cities  of  the  country. 


ADVERTISING 
DIRECTOR 

1 

EDITORIAL  WRITER 

■ 

1 

1 

1 

1 

Solicitor 

Proof  Reader 

Correspondent 

Makeup 
Person 

Libnuiw 

1 

1 

1 

1 

1 

i 

■■     1 

Clerk 

Stenographer 

1 

1 

1 

Office  Boy 

DIAGRAM  OF  THE  USUAL  POSITIONS  IN  MAGAZINE 
ADVERTISING 

The  Positions  Connected  With  the  Magazine  Ad- 
vertising Office.  The  magazine  advertising  office  is 
coming  to  be  more  highly  organized  than  that  of  the 
newspaper.  The  positions  found  in  the  offices  of  all 
magazines  except  the  smallest,  where  the  number  of 
workers  Is  more  limited,  are  indicated  in  the  diagram 
on  this  page.  The  duties  of  most  of  these  positions 
have  been  already  indicated  or  are  about  the  same  as 
positions  In  ordinary  office  work.  Several  of  the  lead- 
ing positions,  however,  deserve  special  mention. 

The  Advertising  Director.  The  term  director, 
rather  than  manager,  is  now  used  in  magazine  publicity 
to  indicate  the  person  who  has  charge  of  the  depart- 
ment.    He  forms  the  plans  of  the  department  and  di- 


84  ADVERTISING   AS   A   VOCATION 

rects  Its  activities.  Most  of  his  time,  however,  Is  taken 
up  with  the  office  and  the  home  field.  In  the  case 
of  the  smaller  magazine,  especially,  he  may  perform 
some  or  all  of  the  duties  usually  belonging  to  the  edi- 
torial writer,  as  indicated  in  the  following  paragraph. 

The  Editorial  Advertising  Writer.  The  editorial 
writer  studies  and  edits  the  publicity  material  coming 
into  the  office.  He,  or  she,  as  it  is  very  frequently  a 
woman,  may  prepare  advertisements  for  clients,  and 
give  general  help  and  advice.  He  may  even  write 
ordinary  editorials  for  the  magazine  or  news  articles 
whose  purpose  Is  to  Interest  and  attract  advertisers. 
He  also  writes  the  advertisements  of  the  magazine 
which  appear  in  other  magazines  or  are  Issued  as 
booklets  or  pamphlets.  He  must  also  usually  deal 
with  all  complaints  arising  from  persons  who  are  dis- 
satisfied with  merchandise  bought  from  dealers  through 
the  columns  of  the  magazine.  All  the  reputable  maga- 
zines now  guarantee  the  advertisements  carried  In 
their  columns. 

The  editorial  writer  Is  thus  more  than  assistant  di- 
rector or  manager.  He  is  a  coworker.  He  must  help 
maintain  the  ethical  and  literary  standards  of  that 
division  of  the  magazine  world  which  has  to  do  with 
business  and  with  Its  subscribers  as  buyers  of  mer- 
chandise. He  must  be  a  person  of  fine  discrimination 
and  both  business  and  literary  ability. 

A  Typical  Advertising  Guarantee.  A  typical  form 
of  statement  Issued  by  a  modern  magazine  for  the 
security  of  Its  subscribers  or  buyers  of  merchandise 
whose  advertisements  appear  in  its  columns  follows. 


PERIODICAL   ADVERTISING  85 

Such  guarantees  are  made  absolutely  good  by  the 
reputable  magazines.  The  name  of  the  periodical, 
which  in  all  such  cases  is  made  especially  prominent, 
is  here  omitted: 

ADVERTISING  GUARANTEE 
"  SATISFACTION  OR  MONEY  BACK  " 

The  Publishers  of guarantee  the  reliabil- 
ity of  every  advertisement  appearing  in  this  magazine. 

You  may  purchase  merchandise  or  food  products  advertised 
in confident,  if  they  do  not  prove  satisfac- 
tory, your  money  w^ill  be  refunded  either  by  the  manufacturer 
or  by  us.  **  Satisfaction  or  Money  Back  "  is  our  unqualified 
guarantee. 

This  guarantee  applies  whether  the  purchase  is  made  from 
the  advertiser  direct  or  through  your  home- town  merchant. 
The  only  condition  is,  in  purchasing  it  is  necessary  for  you  to 
state  you  saw  the  advertisement  in   

If  you  have  any  cause  for  dissatisfaction,  please  communi- 
cate with  us  immediately,  giving  all  the  facts  relating  to  the 
transaction. 

The Publishing  Company, 

Advertising  Manager. 

Magazine  Advertising  Rates.  The  cost  of  adver- 
tising in  the  largest  magazines  has  been  already  indi- 
cated, in  comparison  with  newspaper  costs.  Follow- 
ing are  the  advertising  rates  of  a  magazine  that  may 
be  considered  a  fair  average  of  the  magazines  of 
national  circulation: 

RATE  CARD 

Schedule  in  Effect  November  5,  1916 
Rates:  —  Display    Advertising,    per   agate    line,    $3.00.     Page 
(672    lines),    $1,680.00.     Half    page,    $840.00.     Quarter 


86  ADVERTISING   AS   A   VOCATION 

page,  $420.00.     Fourth  cover  page,  four  colors,  $2,800.00. 
Inside  second  and  third  cover  pages,  three  colors,  $2,400.00. 
Four  colors,  $2,600.00. 
Circulation:  —  600,000    copies    average    net    paid    per    issue, 

GUARANTEED. 

Distribution:  —  Mailed  monthly  to  32,586  Post  Offices  in  the 

United  States,  also  to  Canada,  all  U.  S.  possessions  and  51 

foreign  countries. 
Closing  Date:  —  First  day  of  second  month  preceding  date  of 

issue. 
Date  of  Issue:  —  Mailing  begins  on  loth  of  month  preceding 

date  of  issue.     All  copies  in  hands  of  subscribers  by  first  of 

month  of  issue. 
Measurements:  —  Size  of  type  page,  9x12  inches;  w^idth  of 

column,  2^4  inches;  four  columns  to  the  page,  each  168  lines 

deep. 
Cash  Discount:  —  Cash  Discount  is  3%.     Orders  may  be  sent 

through  any  reliable  advertising  agency,   or  direct   to   the 

publishers. 
Changes  affd  Cancelations:  —  Must  be  received  by  us  not  later 

than    the   25th    of    third   month   preceding   date   of    issue. 

Orders  for  color  pages  are  not  subject  to  cancelation. 

Foreign  Magazine  Advertising.  Most  magazines 
carry  what  is  called  foreign  advertising;  that  is,  adver- 
tisements from  manufacturers  and  dealers  in  distant 
localities.  The  larger  part  of  this  comes  without  solici- 
tation through  the  ordinary  agency.  The  agencies  are 
listed  as  "  recognized  "  and  "  unrecognized  "  In  the 
Publishers'  Association  Blue  Book.  Thus  It  Is  easy 
for  the  magazine  to  decide  whether  to  accept  busi- 
ness coming  from  distant  places.  A  small  portion, 
however,  of  foreign  business  is  solicited  by  the  maga- 
zine's own  representatives  and  the  usual  form  of  or- 


PERIODICAL   ADVERTISING 


87 


ganization  to  secure  such  business  is  indicated,  In  Its 
chief  positions,  on  this  page.  This  organization  is 
nominally  under  the  control  of  the  advertising  director, 
and  yet  its  activities  are  often  so  far  removed  that 
the  director  may  be  chiefly  concerned  In  handling  the 
material  thus  secured. 

The  few  Important  positions  of  this  outside  business 
may  be  characterized  briefly  as  follows: 


ADVERTISING 
DIRECTOR 

1 

TERRITORIAL  MANAGER 

1 

1 

Division  Manager 

Division.  Manager 

Division  Manager 

1 

1 

1 

Solicitor 

Solicitor 

Solicitor 

1 

1 

1 

Service  Man 

Service  Man 

Service  Man 

DIAGRAM  OF  THE  LEADING  POSITIONS  IN  FOREIGN 
MAGAZINE  ADVERTISING 

The  Territorial  Manager  has  charge  of  the  business 
of  securing  advertisements  for  a  magazine  over  a 
large  territory,  such  as  New  England,  the  South  At- 
lantic states,  or  the  Middle  West.  Thus  a  large  maga- 
zine may  have  several  territorial  managers,  who, 
through  division  managers,  supervise  the  work  of  serv- 
ice men  and  solicitors. 

The  Division  Manager  has  charge  of  the  work  done 


88  ADVERTISING   AS   A   VOCATION 

in  a  large  city  or  restricted  locality.  He  is  the  head 
of  the  foreign  office  of  the  magazine  and  is  in  imme- 
diate charge  of  service  and  soliciting.  There  may 
be  as  many  division  managers  as  there  are  foreign 
offices  maintained  by  the  magazine. 

The  Service  Man  prepares  the  way  for  soliciting. 
He  goes  out  in  a  locality  to  interest  business  men  in 
advertising  in  general.  He  also  prepares  advertise- 
ments for  those  who  wish  it,  or  for  those  whom  he 
wishes  to  show  how  to  advertise. 

In  a  small  office  the  head  with  clerical  help  may 
meet  the  duties  of  managing,  serving,  and  soliciting; 
but  in  most  offices  these  forms  of  work  are  quite  clearly 
divided  and  performed  by  several  or  more  persons. 
Each  position  calls  for  considerable  ability,  experience, 
and  extended  study  of  local  and  general  business  condi- 
tions and  advertising  methods. 

Advertising  in  the  Case  of  the  Lesser  Periodical 
Mediums.  The  magnitude  of  advertising  and  of  ad- 
vertising opportunity  varies  greatly  in  the  case  of  those 
periodicals  formerly  often  classed  with  the  newspapers 
but  now  considered  in  the  main  as  of  magazine  nature. 
Some  such  periodicals,  like  the  leading  "  trade  papers," 
have  well  organized  publicity  departments,  employing 
often  a  considerable  number  of  people.  Others  have 
no  separate  departments  and  frequently  but  one  or 
two  persons  doing  advertising  work.  Most  of  such 
publications  suffer  in  a  measure  from  the  interest  ad- 
vantage of  the  local  paper  and  the  prestige  of  the 
high-class  magazine.     The  advertising  possibilities  of 


PERIODICAL   ADVERTISING  89 

the  lesser  periodical  mediums  have  already  been  In- 
dicated in  Chapter  III,  on  "  The  Mediums  of  Adver- 
tising." 


CHAPTER  VII 

THE   ADVERTISING  AGENCY 

The  Advertising  Agent.  The  advertising  agent  Is 
essentially  a  salesman.  He  sells  advertising  to  the 
manufacturer,  wholesaler,  or  retailer  who  may  not 
conduct  a  publicity  department  In  his  business  or  who 
may  wish  to  secure  additional  service  in  bringing  his 
merchandise  to  public  attention.  The  agent  has  long 
existed,  and  Is  Increasingly  demanded  under  modern 
conditions  In  which  the  Individual  advertiser  may  be 
ignorant  of  the  best  mediums  and  methods  for  his 
particular  products.  Many  times  he  must  consult  an 
expert  In  all  that  relates  to  advertising, —  and  such  the 
advertising  agent  has  now  become.  He  is  no  longer 
a  jobber,  simply  turning  prepared  material  over  to 
newspaper  or  magazine  and  collecting  from  it  his  per- 
centage of  money  expended.  He  becomes  a  discrim- 
inating and  responsible  middleman  between  the  dealer 
and  the  publisher,  having  a  high  ethical  obligation  to 
each  to  bring  the  right  kind  of  business  in  full  measure. 
He  Is  employed  regularly  in  local  advertising,  but  his 
service  Is  especially  valuable  In  wide  or  in  national  adver- 
tising. A  man  of  business  sagacity,  of  large  knowledge 
of  mediums  and  a  sense  of  business  opportunity,  with 
a  very  small  office  force  may  place  considerable  adver- 
tising for  dealers  at  good  profit  for  himself.     He  must, 

however,  be  a  real  salesman  and  advertiser. 

90 


THE   ADVERTISING   AGENCY  9 1 

The  Advertising  Agency.  The  early  advertising 
agency  was  practically  a  one  man  agency,  and  even 
now  many  are  little  more.  There  are  about  five  hun- 
dred advertising  agencies  in  this  country.  Many  of 
them  are  large  organizations  with  branch  offices  in 
large  centers  of  trade,  occupy  places  of  high  standing 
in  the  business  world,  have  national  reputations,  and 
handle  millions  of  dollars'  worth  of  advertisements 
each  year.  Indeed,  they  lead  the  way  in  the  expansion 
of  modern  business. 

The  general  plan  and  work  of  publicity  agencies, 
large  and  small,  the  country  over,  are  essentially  the 
same;  each,  however,  is  characterized  by  the  spirit 
and  qualifications  of  its  dominant  workers,  or  of  its 
staf][  of  leaders. 

A  few  agencies  of  very  high  professional  standing 
do  not  solicit  business  at  all.  Following  the  custom 
of  the  so-called  learned  professions,  they  deal  with 
business  coming  to  them,  taking  only  such  as  they  wish 
to  handle. 

The  functions  and  service  of  the  agency,  its  or- 
ganization, and  its  opportunities  for  advertising  men 
are  the  subject  matter  of  this  chapter. 

The  Natural  Features  of  the  Advertising  Agency. 
The  natural  features  or  divisions  of  the  advertising 
agency  are  shown  in  the  diagram  on  page  92.  There 
are  three  major  divisions  of  work  essential  to  every 
agency,  indicated  In  the  large  parallelograms  of  the 
figure,  the  soliciting  department,  the  construction  de- 
partment, and  the  medium  department.  The  first  di- 
vision seeks  business  from  prospective  advertisers  and 


92 


ADVERTISING   AS   A    VOCATION 


material  for  the  preparation  of  advertisements.  The 
second  constructs  advertisements  from  this  material 
or,  in  some  cases,  from  information  secured  in  advance 
for  the  purpose  of  gaining  business  by  showing  pre- 
pared advertisements  to  prospective  clients.  The  third 
department  negotiates  for  space  with  the  various  me- 
diums and  secures  the  proper  insertion  of  publicity 


THE  ADVERTISING 
AGENCY 

1 

1 

Soliciting  Department 

Constructive  Department 

Medium  Department 

1 

1 

1 

Investigating  Department 

Planning  Department 

Checking  Department 

1 

1 

1 

1 

1 

Copy  Department 

Art  Department 

Typographical 
Department 

Forwarding 
Department 

DIAGRAM  OF  THE  NATURAL  FEATURES  OF  THE 
ADVERTISING  AGENCY 


material.     These  three  functions  constitute  the  service 
of  the  agency,  large  or  small. 

As  has  already  been  said,  one  man,  with  clerical 
help,  may  attend  to  these  essential  functions;  many 
agencies  have  simply  this  triple  organization,  three  dif- 
ferent men  heading  the  three  essential  departments. 
In  such  cases  the  lesser  functions,  indicated  in  the 
other  parts  of  the  diagram,  are  attended  to  by  the 
three  leading  departments  without  subdivisions. 


THE   ADVERTISING   AGENCY  93 

The  large,  effective  agency,  however,  has  eight  or 
ten  departments,  as  shown  In  the  diagram.  In  addi- 
tion to  soliciting  advertising  business,  preparing  adver- 
tisements, and  placing  them  in  various  mediums,  there 
are  very  important  lines  of  work  which  call  for  special 
departments  and  workers.  Before  business  is  solicited, 
especially  in  the  large  community  where  a  business  may 
not  be  generally  known,  it  is  necessary  first  to  learn 
whether  the  merchandise  carried  by  a  firm  can  be  ad- 
vertised successfully,  what  the  best  methods  in  each 
case  are  likely  to  be,  what  the  conditions  of  competi- 
tion are,  and  whether  the  goods  can  be  produced  in 
Increasing  quantity  when  suitably  advertised.  When 
a  firm  is  well  known  this  information  may  be  secured 
after  the  solicitation  of  its  advertising.  The  plan  man, 
or  the  planning  department,  determines  from  the  ma- 
terial secured  by  the  investigating  department  the  best 
mediums  and  the  best  statements  for  reaching  the  public, 
and  in  general  many  of  the  details  of  particular  ad- 
vertising. The  copy  department  constructs  the  writ- 
ten part  of  the  advertisement  from  the  material 
previously  secured,  and  the  aft  department  provides 
suitable  Illustration.  The  typographical  department 
assembles  the  copy  and  designs  and  gives  directions  for 
the  printer.  The  proofs  from  this  material  are  taken 
in  hand  by  the  rate  man  or  by  the  forwarding  depart- 
ment, and  sent  to  the  selected  papers,  magazines,  or 
other  mediums.  The  checking  department  records  the 
date  of  each  advertisement,  its  general  appearance, 
satisfactory  or  otherwise,  and  the  amount  of  space  it 
occupies  in  the  medium. 


94  ADVERTISING    AS    A    VOCATION 

The  Advertising  Agency  Staff.  The  heads  of  the 
divisions  above  described,  and  Indicated  by  the  dia- 
gram, constitute  the  staff  of  the  organization.  Their 
professional  ablHty,  training,  and  integrity,  their  full 
understanding  of  the  part  that  advertising  plays  in 
modern  business,  and  their  appreciation  of  the  high 
public  service  of  advertising,  determine  the  success  and 
standing  of  the  agency. 

The  routine  duties  under  these  heads  are  quite 
similar  to  routines  in  other  fields  of  advertising,  such 
as  have  already  been  described  in  Chapter  IV,  on 
''  Retail  Advertising.'*  They  include  writing  advertise- 
ments from  material  collected  from  advertisers,  of 
conducting  correspondence,  of  various  clerical  duties, 
stenography,  and  typewriting. 

More  emphatically  than  in  other  fields  of  publicity 
the  work  of  an  advertising  agency  falls  into  the  two 
divisions  of  soliciting  and  service,  or  getting  business 
and  attending  to  the  conduct  of  Its  details.  Soliciting, 
in  importance  and  In  earnings,  is  limited  only  by  the 
advertising  possibilities  of  a  locality,  district,  or  coun- 
try, and  by  the  mediums  whose  use  an  agency  may 
command.  The  opportunities  on  the  service  side,  how- 
ever, are  limited  to  the  prevailing  conditions  and  pay 
in  the  usual  office  routines  of  the  larger  kinds  of  busi- 
ness in  a  community. 

The  employees  of  an  agency  are  drawn  from  the 
advertising  departments  or  other  business  departments 
of  ordinary  manufacture  and  trade  and  from  business 
schools  and  colleges. 

A  few  leading  positions  in  the  agency,  those  of  the 


THE   ADVERTISING   AGENCY  95 

plan  man,  the  solicitor,  the  rate  man,  the  copy  writer, 
the  layout  man,  and  the  art  manager,  deserve  special 
treatment. 

The  Plan  Man.  From  information  gathered  in  ad- 
vance by  an  agency  about  the  business  of  a  client,  pro- 
spective or  already  secured^  it  becomes  necessary  to 
form  a  definite  and  particular  plan  of  advertising  for 
that  client.  The  plan  may  center  upon  a  leading  idea, 
a  predominant  quality  of  an  article  of  merchandise, 
an  especially  efficient  form  of  service,  or  other  feature 
most  likely  to  attract  public  notice  and  to  produce 
the  volume  of  sale  desired.  The  plan  may  be  simple, 
supplying  a  temporary  service  only;  or  it  may  involve  a 
large,  extended  campaign,  entailing  the  expenditure  of 
many  thousands  of  dollars  for  advertising  purposes. 
In  any  case  it  is  the  central,  most  important  part  of 
the  work  done  by  an  agency.  Aside  from  soliciting 
business,  all  else  consists  in  the  working  out  of  pre- 
scribed details. 

The  so-called  plan  man,  then,  is  usually  the  owner, 
head,  or  chief  official  of  an  agency.  His  personality, 
methods,  and  power  to  organize  a  publicity  campaign 
characterize  the  agtncy  and  commend  it  or  discredit  it 
in  the  business  world.  He  must  understand  prevail- 
ing trade  and  financial  conditions,  times  and  seasons, 
extent  of  competition,  the  temper  of  the  public  mind, 
and  the  psychology  of  advertising. 

If  a  salaried  official,  the  earnings  of  the  plan  man 
will  rank  with  the  highest  in  the  advertising  field;  if  he 
is  the  proprietor  of  the  agency,  his  earnings  will  be 
the  net  profit  of  business. 


96  ADVERTISING   AS  A   VOCATION 

The  modern  advertising  agency  Is  practically  a 
growth  around  the  plan  man.  Agencies  have  usually 
been  organized  by  one  man  or  a  group  of  men  who 
have  served  in  the  advertising  departments  of  various 
lines  of  business  or  manufacture,  and  who  may  have 
been  especially  successful  in  planning  and  conducting 
publicity  work. 

A  good  advertising  man  is  a  much  better  judge  of  the  best 
way  to  advertise  any  given  article  than  the  man  who  made  it, 
other  things  being  equal.  Of  course,  some  manufacturers  are 
bom  advertisers,  and  some  have  achieved  greatness  in  it,  but 
most  of  them  have  had  success  thrust  upon  them  by  some  com- 
petent, experienced  advertising  man,  who  may  be  the  advertis- 
ing manager,  but  who  is  far  more  likely  to  be  a  man  in  an 
advertising  agency  who  has  both  natural  bent  and  much  experi- 
ence to  guide  him.^ 

The  Agency  Advertising  Solicitor.  The  duties  of 
the  agency  solicitor  are  peculiar  In  seeking  to  place 
rather  than  to  publish  advertising.  The  solicitor  seeks 
to  handle  publicity  for  the  seller  of  goods,  to  secure 
it  for  presentation  to  the  public  in  the  proper  mediums 
and  localities.  He  must  present  the  power  and  re- 
sponsibility of  the  agency  so  strongly  as  to  secure  the 
confidence  of  the  business  man,  while  at  the  same  time 
he  must  seek  only  such  advertising  as  may  be  legitimate 
and  acceptable  to  the  mediums  employed.  Frequently 
he  Is  obhged  to  persuade  the  business  man  that  adver- 
tising pays  and  that  the  service  of  the  agency  is  advan- 
tageous or  essential. 

1  From  "  The  Business  of  Advertising,"  by  Earnest  Elmo  Calkins. 


THE   ADVERTISING   AGENCY  97 

The  solicitor  should  have  business  ability,  extensive 
information  upon  business  conditions,  great  persistence, 
and  unfailing  tact  and  courtesy.  Usually  he  is  the 
only  representative  of  the  agency  known  to  the  adver- 
tiser. 

The  Rate  Man.  Some  person  in  an  organization, 
firm  member  or  employee,  must  be  responsible  for  all 
necessary  information  about  the  mediums  of  advertis- 
ing. He  must  know  the  nature  of  a  periodical,  for 
instance,  the  character  and  magnitude  of  its  circula- 
tion, its  advertising  rates,  and  the  discounts  and  com- 
missions it  will  allow  on  advertising  placed  in  its 
columns.  The  person  who  secures  this  important  in- 
formation is  called  the  rate  man.  His  best  service 
to  the  agency  consists  in  selecting  tactfully  and  wisely 
such  mediums  as  it  may  most  profitably  employ  for  the 
various  kinds  of  publicity  matter  passing  through  its 
offices. 

Frequently  the  rate  man  has  the  duty  of  forwarding 
prepared  advertising  matter  to  the  mediums  selected. 

The  Copy  Writer.  The  place  of  the  copy  writer 
in  the  agency  is  especially  important.  Frequently  an 
advertisement  must  be  prepared  from  material  secured 
in  advance  of  any  contract  for  business,  to  show  a 
manufacturer  or  dealer  how  his  merchandise  should 
be  presented  to  the  public.  The  agency  assumes  the 
responsibility  not  only  of  an  efficient  plan  of  publicity 
for  a  client  but  for  an  artistic  and  properly  worded 
statement  about  every  article  that  is  for  sale,  and  for 
such  a  carrying  out  of  details  as  shall  increase  the 
business  and  prestige  of  the  client. 


98  ADVERTISING   AS   A   VOCATION 

Hence  the  copy  writer  must  be  one  of  the  best  minds 
of  the  firm,  careful  of  the  client's  reputation,  wise 
in  statement,  alert  to  every  novel  method  of  featuring 
an  article  of  merchandise,  familiar  with  the  desires 
and  habits  of  speech  of  a  locality,  and  thoroughly  in 
accord  with  the  standards  governing  the  service  of 
the  agency. 

The  Layout  Man.  Some  one  person  in  an  agency, 
who  in  the  small  organization  may  be  the  plan  man 
or  copy  writer,  must  determine  how  the  space  to  be 
used  in  a  chosen  medium  is  to  be  divided  into  headline, 
caption,  illustration,  and  descriptive  matter  or  wording. 
He  must  keep  the  different  features  of  the  advertise- 
ment in  proportion.  The  natural  advertising  man  has 
an  instinct  for  "  layout."  He  knows  how  to  impress 
effectively  while  calling  for  the  least  mental  effort  on 
the  part  of  the  reader  or  observer.  He  can  catch 
a  reader  off  his  guard,  so  to  speak,  and  give  him  a 
pleasurable  and  lasting  impression  of  some  article  that 
he  may  need  to  purchase  at  some  time.  All  the  per- 
sons concerned  in  the  making  of  an  advertisement  con- 
tribute to  its  effectiveness  —  plan  man,  writer,  artist, 
printer,  and  others  —  but  the  layout  man  is  primarily 
responsible  for  its  appearance  to  the  eye,  for  its  picture- 
like effect,  and  so  for  its  usefulness. 

The  Art  Manager.  The  art  manager  is  head  of  the 
art  department.  He  judges  an  advertisement  from 
the  artistic  standpoint,  and  determines  the  kind  of 
illustration  to  be  used,  as  line  cuts  on  coarse  paper  or 
half-tones  on  coated  paper,  or  the  color  that  is  most 
likely  to  attract  attention  in  a  given  case.     Further,  of 


THE   ADVERTISING   AGENCY  99 

course,  the  art  manager  supervises  all  the  work  and 
details  of  illustration.  He  may  have  a  full  organiza- 
tion of  artists  and  assistants,  or  may  employ  outside 
artists,  illustrators,  and  designers,  who  work  in  their 
own  studios. 

The  Platform  of  the  Association  of  New  York 
Advertising  Agents.  Sixty-five  advertising  agencies 
and  agents  of  New  York  City  have  recently  organized 
to  establish  and  maintain  right  relations  among  ad- 
vertisers, publishers,  and  agents, —  the  three  parties 
vitally  concerned  in  the  service  of  the  modern  agency. 
This  organization  marks  an  important  forward  step  in 
publicity,  encourages  ethical  standards,  and  discloses 
the  nature  and  responsibility  of  the  agency.  The  lead- 
ing New  York  publishers  have  approved  the  policies 
expressed  in  the  platform,  which  is  as  follows : 

The  Association  of  New  York  Advertising  Agents  sets  forth 
the  following  definition  of  the  relations  of  agents  with  adver- 
tisers and  publishers. 

This  Association  believes: 

That  an  Advertising  Agency  should  be  an  association  of  spe- 
cially trained  men  having  expert  knowledge  of  merchandising 
and  advertising,  who  in  composite  afford  wider  specialized  in- 
formation affecting  advertising  than  can  be  profitably  em- 
ployed in  the  organization  of  any  one  advertiser. 

That  the  employment  of  an  Advertising  Agency  by  an  ad- 
vertiser is  necessary  to  obtain  the  best  results  from  adver- 
tising. 

First  —  That  he  may  benefit  by  this  specialized  information. 

Second  —  That  he  may  have  an  outside  viewpoint  denied  to 
those  engaged  in  the  continuous  promotion  of  a  single  business 
or  kindred  businesses. 

Third  —  That  he  may  have  an  agency  do  for  him  the  vari- 


lOO  ADVERTISING  AS   A   VOCATION 

ous   detailed  work  essential   to   successful  advertising,   which 
work  an  agency  can  do  better  and  more  economically. 

That  an  Advertising  Agency's  special  knowledge  of  mer- 
chandising should  embrace 

1.  Varied  experience  in  many  markets. 

2.  Familiarity  with  merchandising  methods  in  each. 

3.  Knowledge  in  distributing  methods. 

4.  Experience  in  displaying  goods. 

5.  Acquaintance  with  kindred  problems  affecting  the  ade- 
quate depicting  of  the  product  to  be  advertised. 

That  an  Advertising  Agency's  special  experience  in  adver- 
tising should  embrace  knowledge  of 

1.  The  relative  value  and  cost  of  various  advertising  media. 

2.  Methods  of  presentation  —  written  and  pictorial. 

3.  Mechanical  methods  —  including  art,  engraving  and 
printing  processes  on  the  one  hand  and  the  adaptability  of 
these  various  methods  to  particular  media  on  the  other. 

4.  Supplemental  literature  —  catalogs,  booklets,  circulars, 
displays  and  follow-up  methods. 

5.  Checking  and  billing. 

That  the  advertiser  should  safeguard  the  success  of  his  ad- 
vertising by  examining  carefully  the  fitness  of  the  agency  he 
employs  from  tlie  standpoint  of  both  experience  and  equipment. 

That  the  publisher  should  minimize  the  chance  of  the  em- 
ployment of  incompetent  agencies  by  strictly  limiting  the 
recognition  of  agents  to  those  who  demonstrate  their  fitness. 

That  before  beginning  advertising  the  advertiser  should 
guard  against  failure  by  insisting  on  a  thorough  acquaintance 
by  the  agent  with  merchandising  conditions  in  his  field  as  well 
as  with  his  merchandising  methods. 

That  the  agent  and  publisher  should  advise  the  advertiser 
against  advertising  without  adequate  preparation. 

That  the  advertiser  should  pay  the  necessary  expense  of  this 
preliminary  work  or  provide  for  it  in  his  advertising  appro- 
priation. 

That  the  tripartite  relation  of  advertiser,  publisher,  and 
agent  is  necessary  to  the  economic  administration  of  advertis- 


THE   ADVERTISING   Ate^^CY'^::^^/^::  :/1jOI 

ing  and  that  all  three  parties  to  it  are  mutually  benefited  by 
it. 

That  the  first  obligation  of  both  publisher  and  agent  is  to 
make  the  advertising  profitable  to  the  advertiser. 

That  the  agency's  w^ork  reduces  costs  to  the  publisher  and 
its  compensation  by  the  publisher,  therefore  is  justified  on  an 
economic  basis. 

That  the  curtailment  of  agency  service  would  decrease  the 
value  of  advertising  and  would  increase  the  price  of  white 
space  to  the  advertiser  by  forcing  publishers  to  replace  agency 
service  by  more  expensive  and  less  efficient  development  work, 
which  obviously  could  not  be  disinterested. 

That  the  agency  receives  no  compensation  in  any  sense  for 
soliciting  specific  business  for  any  one  specific  medium. 

That  the  agency  receives  its  compensation  in  the  form  of  a 
differential  from  the  publisher  for  these,  among  other,  specific 
reasons : 

1.  For  the  service  it  renders  to  the  advertiser,  which  in- 
creases the  productiveness,  value,  and  continuity  of  the  adver- 
tising. 

2.  For  the  guarantee  of  accounts  —  which  in  few  other 
businesses  involves  so  great  financial  responsibility  in  propor- 
tion to  its  profits. 

3.  For  the  creation  and  development  of  new  business,  in 
accordance  with  the  economic  law,  which  in  every  business  fixes 
prices  to  include  the  development  expense. 

That  the  publisher  should  make  recognition  a  certificate  of 
good  business  character  and  of  financial  responsibility  and  an 
indorsement  of  efficiency,  so  that  authorization  to  do  business 
may  rest  on  a  sound  basis. 

That  having  granted  recognition  to  the  agent  and  indorsed 
him  as  qualified  to  render  service  to  the  advertiser,  the  pub- 
lisher has  a  right  to  investigate  the  quality  of  the  service  ren- 
dered. 

(This  declaration  is  made  with  the  specific  reservation  that 
the  publisher,  being  interested,  may  not  properly  be  judge  of 
the  media  used.) 


lOi^^v  :^\^  .^  ^ADV^^Ti^iNG   AS   A    VOCATION 

That  the  right  of  the  publisher  to  investigate  service  entails 
the  obligation  to  see  that  service  is  rendered. 

That  the  publisher  owes  it  to  the  advertiser  and  to  such 
agents  as  live  up  to  their  obligations  to  advertiser  and  pub- 
lisher to  limit  or  withdraw  recognition  from  those  agents  who 
do  not  live  up  to  these  obligations. 

That  the  publisher  should  determine  the  right  of  an  agent 
to  continued  recognition  on  the  basis  of  the  adequacy  of  the 
service  rendered  to  the  advertiser. 

That  the  publisher  should  make  public  the  names  of  all  en- 
franchised by  them,  and  that  no  differential  be  allowed  to 
others  than  those  whose  names  are  so  published. 


CHAPTER  VIII 

OPPORTUNITIES  IN  SPECIAL  FORMS  OF  ADVERTISING 

The  preceding  chapters  of  this  volume  have  dealt 
with  the  large,  main  divisions  of  the  field.  In  these 
divisions  are  found  usually  the  largest  interests,  finan- 
cial and  otherwise,  the  most  variant  opportunities,  and 
the  greatest  number  of  workers.  The  present  chap- 
ter aims  to  show  briefly  the  nature  and  extent  of  the 
smaller,  special  forms  of  advertising  that  have  grown 
largely  out  of  modern  conditions,  such  as  specializa- 
tion in  manufacture  and  trade  and  the  extension  of 
publicity  methods  to  the  lesser  activities  of  business 
or  to  other  lines  of  effort.  Yet  each  of  the  divisions 
here  presented  is  of  growing  interest,  and  some,  such 
as  agricultural  advertising,  are  of  very  great  importance 
and  offer  high  opportunities  for  service.  Volumes  have 
already  been  written  upon  several  of  these  divisions, 
as  "  Poster  Advertising  "  by  Mr.  Herbert  Cepil  Duce, 
but  here  they  can  only  be  characterized  and  shown  In 
their  relative  importance  in  the  great  field. 

The  special  forms  of  advertising,  of  which  even  a 
larger  number  might  be  enumerated,  as  genius,  enter- 
prise, and  necessity  In  manufacture  and  trade  are  con- 
tinually devising  new  forms  of  merchandise  and  new 
methods  of  reaching  the  public,  are  mainly  the  follow- 
ing: 

103 


104  ADVERTISING   AS   A   VOCATION 

Agricultural  Advertising, 

Specialty  Advertising, 

Street  Car  Advertising, 

Poster  Advertising, 

Directory  Advertising, 

Printing  Advertising, 

Lithographing  and  Engraving, 

Motion  Picture  Advertising, 

Financial  Advertising, 

Bill  Posting, 

Sign  Painting, 
Lettering, 

Publicity  Designer, 

Community  Advertising, 

Public  Service  Advertising, 

Theatrical  Advertising, 

Advertising  Counselor, 

Legal  Adviser  In  Advertising. 
Agricultural  Advertising.  In  Chapter  III,  on 
"  The  Mediums  of  Advertising,"  the  increasing  possi- 
bilities of  country  advertising  have  been  presented. 
Agricultural  advertising  Is  a  more  special  term  having 
to  do  with  farming  and  the  related  industries.  It  has 
followed  the  development  of  agricultural  wealth,  which 
has  grown  from  about  $5,000,000,000  in  1850  to  more 
than  $55,000,000,000  at  the  present  time,  with  a  phe- 
nomenal increase  of  over  $33,000,000,000  within  the 
present  century.  In  most  farming  communities  the 
luxuries  of  life  have  followed  the  necessities.  The 
farmer  is  now  taking  one-half  the  automobile  output  of 


SPECIAL    FORMS   OF   ADVERTISING  IO5 

the  country  and  more  than  half  of  the  pianos  manufac- 
tured. 

The  advertiser  to-day  spends  millions  of  dollars  to 
secure  the  farmer's  trade;  the  large  advertising  agen- 
cies have  agricultural  departments,  or  groups  of  work- 
ers interested  only  in  reaching  the  farming  communi- 
ties. 

The  distinction  between  agricultural  advertising  and 
other  publicity  work  is  becoming  less  and  less  marked, 
since  farm  life  Is  becoming  less  isolated  from  the 
large  community,  and  the  schools  and  the  periodical 
press  Influence  all  life  toward  the  same  habits  of 
thought.  Much  of  the  advertising  matter  appearing  in 
the  farm  paper  is  the  same  as  that  carried  by  other 
papers  and  magazines,  both  in  illustration  and  de- 
scriptive text. 

Firms  manufacturing  or  selling  articles  used  in  the 
country  districts,  such  as  farm  implements,  nursery 
stock,  seeds,  fertilizers,  dairy  and  poultry  supplies, 
household  wares,  furniture,  ready-made  clothing,  and 
proprietary  medicines,  provide  most  of  the  opportuni- 
ties for  service  In  agricultural  advertising.  Dealers  in 
specialties  for  personal  use  and  the  mail  order  houses 
belong  In  this  field  also,  and  some  of  their  advertising 
workers  give  special  attention  to  it. 

The  person  who  wishes  to  reach  a  responsible  po- 
sition in  this  kind  of  work  must  understand  country 
life  and  conditions.  He  should  make  an  intensive 
study  of  selling  in  rural  communities,  and  would  profit 
by  experience  as  agent  or  "  canvasser  "  in  the  country. 


I06  ADVERTISING   AS   A   VOCATION 

In  Other  words,  he  might  enter  this  field  from  the  spe- 
cialty field.  The  worker  must  know  his  merchandise, 
the  class  of  buyers  whom  he  wishes  to  reach,  and  any 
peculiar  methods  that  may  be  necessary  to  accomplish 
that  effectively.  He  should  know  the  problems  of  the 
country  storekeeper  and  of  distribution  over  wide  terri- 
tories. 

The  routine  worker  in  this  field  will  find  no  special 
requirements  necessary  beyond  those  of  most  advertis- 
ing offices. 

Agricultural  advertising  offers  good  pay  and  an  en- 
couraging outlook  for  permanency  because  of  the 
steady  increase  in  agricultural  wealth  and  improve- 
ments and  growing  interest  in  country  life. 

Specialty  Advertising.  This  term  embraces  a  very 
great  and  steadily  increasing  number  of  articles  of  mer- 
chandise which  are  used  as  publicity  mediums,  first  sold 
direct  to  advertisers  in  quantity  at  low  rates  and  then 
distributed  freely  by  them  to  secure  trade. 

This  division  ranks  next  to  agricultural  advertising 
in  annual  expenditure.  It  is  usually  understood  to  in- 
clude the  following  mediums  or  merchandise: 

Signs,  for  indoor  or  outdoor  display. 

Calendars,  for  the  office,  factory,  or  home. 

Leather  goods,  usually  regarded  as  personal  me- 
diums, such  as  pocket-books,  diaries,  or  memo- 
randum books. 

Miscellaneous  specialties,  originally  called  "  nov- 
elties," such  as  desk  or  personal  articles  in 
metal,  celluloid,  or  cardboard. 


SPECIAL    FORMS   OF   ADVERTISING  IO7 

Specialty  manufacturing,  as  an  aid  to  publicity,  in 
this  country  is  a  growth  of  about  twenty-five  years. 
One  of  the  first  articles  so  put  out  was  a  school  bag 
bearing  a  bank  advertisement  stamped  upon  it,  and 
given  away  to  school  children.  The  capital  now  in- 
vested in  the  making  of  specialties  in  the  United  States 
is  more  than  $30,000,000. 

These  specialties,  with  name  and  advertising  mat- 
ter to  suit  the  business  of  the  user  stamped  or  printed  on 
each  article,  are  sold  direct  to  the  user,  by  traveling  or 
local  salesmen  working  usually  on  a  commission  but 
sometimes  on  a  salary.  The  commission  ranges  from 
five  to  twenty  per  cent.,  as  orders  are  taken  for  small  or 
large  quantities. 

It  Is  plain,  however,  that  specialty  advertising,  with 
Its  large  capital  and  possibilities,  is  chiefly  a  matter  of 
the  manufacture  and  sale  of  articles  which  become  me- 
diums for  local  and  national  advertisers.  It  provides 
little  opportunity  for  genuine  publicity  work.  The 
manufacturer  depends  in  the  main  upon  the  salesmen 
to  get  business,  and  the  articles  handled  are  rarely  of 
a  staple  kind,  that  can  be  sold  and  made  of  value  by 
the  retailer  year  after  year.  An  Important  exception, 
of  course,  is  the  art  calendar  which  Increases  in  value 
as  a  medium.  The  specialty  salesman  must  frequently 
handle  one  novelty  after  another,  and  must  have  versa- 
tility as  well  as  tact  and  business  sense.  He  is  essen- 
tially an  advertising  solicitor  In  a  particular  restricted 
line. 

Street  Car  Advertising.  The  street  car  as  a  me- 
dium of  publicity  and  the  few  large  street  car  adver- 


I08  ADVERTISING   AS   A   VOCATION 

tising  companies  which  control  this  medium  have  been 
treated  in  Chapter  III,  on  *'  The  Mediums  of  Adver- 
tising." The  companies  merely  sell  space  and  handle 
the  prepared  advertisements  of  manufacturers  and 
business  men.  For  this  work  managers,  solicitors,  and 
office  employees  are  necessary,  as  In  other  publicity  of- 
fices. The  street  car  company  takes  charge  of  placing 
in  the  cars  the  cards  or  posters  used  and  of  keeping  rec- 
ords of  all  the  business  so  conducted.  Each  company 
also  usually  advertises  Its  service  or  the  attractions 
along  its  route.  All  these  duties  may  be  combined  in 
one  office  or  performed  separately. 

Poster  Advertising.  This  is  the  oldest  and  the  most 
conspicuous  and  effective  form  of  publicity.  A  rough 
drawing,  a  picture,  a  costly  art  Illustration,  a  phrase, 
or  a  sentence  Is  made  to  convey  an  idea  and  leave  a 
permanent  impression  in  the  minds  of  millions  of  peo- 
ple. The  poster  appeals  to  every  one;  it  Is  obtainable 
by  all  advertisers;  it  is  an  inexpensive  form  of  pub- 
licity. 

There  are  numerous  poster  advertising  companies, 
and  a  ^'  Poster  Advertising  Association.'*  Many  print- 
ing and  lithographing  companies  specialize  on  poster 
work.  It  is  associated,  of  course,  with  both  billboard 
and  street  car  advertising. 

An  editorial  In  The  Poster  for  April,  191 6,  ex- 
presses the  prevailing  opinion  about  this  form  of  ad- 
vertising, as  follows: 

Advertisers,  great  and  small, —  manufacturers,  producers, 
jobbers,  wholesale  and  retail  dealers, —  including  the  retailer  in 


SPECIAL    FORMS   OF   ADVERTISING  IO9 

the  small  city  or  town,  are  now  a  unit  in  their  belief  in  the 
potency,  power,  and  permanency  of  poster  advertising.  The 
artists,  who  are  looked  to  for  the  production  of  the  Increas- 
ingly beautiful  and  artistic  designs  for  the  poster  of  the  future, 
likewise  manifest  their  faith  in  the  medium  which  has  had  a 
startling  renaissance, —  show  their  faith  by  a,  growing  devotion 
in  their  work  to  the  new  ideals  that  have  been  established. 
All  elements  affected  in  the  business  of  poster  advertising 
recognize  its  upward  trend, —  recognize  the  fact  that  it  is  the 
most  easily  obtainable,  adaptable,  and  productive  medium  now 
available  for  complete  and  speedy  distribution  of  any  legitimate 
article  of  commerce. 

The  poster  companies  send  out  salesmen,  or  solicit- 
ors, as  do  the  specialty  companies.  They  also  employ 
designers,  photographers,  artists,  copy  writers,  and 
routine  workers.  Earnings  are  good  and  the  field  an 
expanding  one. 

Directory  Advertising.  The  directory  has  accom- 
panied the  growth  of  trade  and  industry  since  the 
American  Revolution.  At  the  very  first  it  was  recog- 
nized as  an  important  medium  of  publicity.  Its  rela- 
tive importance  is  less  at  the  present  time,  however,  be- 
cause of  the  multiplication  of  mediums. 

The  early  directory  was  merely  an  imperfect  alpha- 
betical list  of  names,  addresses,  and  occupations.  The 
first  printed  in  Boston,  in  1789,  a  pamphlet  of  fifty-six 
pages,  had  such  entries  as  the  following: 

"  Homer,   Michael,  bricklayer  and  mason,  near 

Oliver's  dock." 
*'  Butler,  Mary,  boarding  house  for  gentlemen." 
*'  Hancock,  John,  Esq. :  Govenour." 

To  such  simple  lists  have  been  added,   "  classified 


no  ADVERTISING   AS   A    VOCATION 

lists  "  of  every  kind  of  business,  street  directories,  maps, 
and  pamphlets  giving  miscellaneous  information,  down 
to  the  "  World  Almanac  and  Encylopedia." 

The  following  statement,  contributed  for  this  chap- 
ter by  Mr.  Charles  D'W.  Marcy  of  Sampson  and  Mur- 
dock  Co.,  Boston  (Established  1846),  is  a  comprehen- 
sive presentation  of  directory  advertising: 

The  essential  difference  between  a  directory  and  other  ad- 
vertising mediums  is  its  reference  nature.  Display  and  atten- 
tion values  are  not  as  important  in  directory  advertising  as 
that  the  advertiser  should  be  prominently  listed  under  every 
heading  where  a  buyer  might  look,  and  refer  to  a  descriptive 
space  giving  such  information  as  a  buyer  wants  at  the  time  he 
wants  to  buy.  The  long  life,  universal  accessibility,  and  refer- 
ence nature  of  the  directory  are  its  strong  points  as  an  adver- 
tising medium. 

In  1898  an  association  was  formed  by  the  leading  directory 
publishers  of  the  country,  called  the  "Association  of  American 
Directory  Publishers  "  and  having  as  Its  objects  the  improve- 
ment of  the  service  rendered  by  directories  by  the  interchange 
of  ideas,  more  regular  employment  of  men,  and  the  protection 
of  the  public  against  fraudulent  directories.  At  present  its 
forty  members  publish  ninety  per  cent,  of  the  city  directories  in 
this  country  and  Canada.  By  exchanging  ideas  and  united 
effort  directories  have  been  standardized  in  many  particulars, 
and  the  business  improved  greatly.  This  organization  forms 
one  of  the  Departmental  of  the  "  Associated  Advertising  Clubs 
of  the  World." 

Most  directory  publishers  issue  a  series  of  books,  so  they  can 
put  a  large  enough  force  of  trained  men  into  a  city  to  compile 
and  issue  the  directory  while  the  information  it  contains  is 
still  fresh,  and  then  move  on  to  another  city.  In  this  way  they 
are  enabled  to  keep  a  permanent  force  of  skilled  men,  who  be- 
come expert  in  the  business  of  gathering  and  compiling  infor- 
mation. 


SPECIAL    FORMS   OF   ADVERTISING  III 

The  work  is  naturally  divided  into  the  information  getting 
and  compiling  end,  and  the  advertising  and  selling  end.  The 
men  become  specialists  on  one  or  the  other,  according  to  their 
gifts  and  training.  Pay  for  the  information  getting  varies 
somewhat,  but  compares  well  with  that  for  other  skilled  occu- 
pations. The  salary  of  a  real  advertising  salesman  is  limited 
only  by  his  ability  to  get  results.  As  the  work  keeps  a  man 
out  of  doors  it  is  healthful,  and  the  scene  is  shifted  frequently 
enough  to  avoid  monotony,  the  average  campaign  in  one  city 
running  from  four  or  five  weeks  to  several  months.  Most 
directory  pubhshers  have  frequent  openings  for  high-grade  men. 

From  the  nature  of  the  case  the  field  is  non-competitive,  as 
two  directories  clearly  cannot  exist  in  the  same  city. 

Printing  Advertising.  Great  sums  of  money  are 
spent  to  perfect  the  physical  appearance  of  advertising; 
accordingly  some  printing  concerns  specialize  on  adver- 
tisements, or  even  on  a  particular  kind,  such  as  the 
calendar.  Such  companies  usually  do  high-grade  work 
and  get  the  best  business  in  their  localities.  As  a 
rule  they  demand  higher  training  and  skill  on  the  part 
of  their  employees,  pay  better  wages  and  salaries,  and 
offer  more  permanent  employment  than  does  the  print- 
ing trade  In  general. 

Under  the  same  encouraging  conditions,  some  litho- 
graph companies  and  engravers  specialize  on  advertis- 
ing work. 

Motion  Picture  Advertising.  This  new  means  of 
publicity  Is  In  its  beginning,  but  It  has  immeasurable 
possibilities.  Much  of  the  advertising  appearing  on 
the  screen  Is  plainly  of  an  advertising  nature,  both  of 
local  and  foreign  business  and  Industry.  Much  of  It, 
however,  Is  veiled  In  the  story  or  "  scenario,"  so  that 


112  ADVERTISING   AS   A   VOCATION 

an  audience  unconsciously  carries  away  a  lasting  im- 
pression of  some  article,  fact,  or  idea  that  may  be  of 
future  interest.  Thus,  for  instance,  automobile  man- 
ufacturers have  stories  prepared  centering  around  the 
automobile,  for  presentation  on  the  screen.  Further- 
more, every  important  industry  has  reels  manufactured 
showing  its  work  and  processes.  The  schools  use  the 
moving  picture  to  teach  geography  and  history,  and 
other  agencies  strive  in  this  way  to  teach  ethics  and  mor- 
als. PoHtical  parties  and  managers  resort  to  the  screen 
to  present  candidates  and  principles,  and  recently  the 
film  has  been  used  extensively  In  this  country  in  the 
interests  of  *'  preparedness,"  for  recruiting  the  army 
and  navy,  and  for  the  selling  of  "  Liberty  Bonds." 

Lantern  slides  have  become  an  important  adjunct 
to  motion  picture  publicity.  Such  slides  may  present 
advertising  of  a  national  character,  such  as  of  toilet 
or  other  articles  that  have  a  very  wide  use,  or  of  a 
purely  local  character. 

The  motion  picture  Industry  at  the  present  time  sup- 
plements the  press  most  effectively,  and  is  compara- 
tively free  from  monetary  or  other  secular  influences. 
It  is  now  subject  only  to  the  edict  of  public  opinion,  a 
condition  controlling  advertising  matter  as  well  as 
scenarios  meant  merely  to  entertain  and  Instruct. 

The  various  film  companies  have  publicity  depart- 
ments, to  advertise  their  theaters,  and  there  are  motion 
picture  publicity  advisers  In  some  of  the  large  cities. 

Financial  Advertising.  Banks  and  other  financial 
institutions  do  less  advertising  than  most  other  kinds 
of  business,  since  the  public  seeks  them  In  self-interest 


SPECIAL    FORMS   OF   ADVERTISING  II 3 

and  they  have  less  competition  than  Is  found  in  trade 
in  general.  Yet  the  large  banks  have  publicity  de- 
partments, usually  employing  a  manager  and  several  of- 
fice assistants.  The  work  of  such  a  department  in- 
cludes the  preparation  of  pamphlets,  leaflets,  and  gen- 
eral financial  statements,  meant  for  the  patrons  of  the 
bank  and  for  the  public,  and  the  insertion  of  brief  ad- 
vertisements in  the  local  press.  Sometimes  the  de- 
partment includes  a  solicitor  who  goes  out  to  secure 
depositors  or  patrons  for  the  bank. 

Bill  Posting.  Most  lines  of  manufacture  and  busi- 
ness employ  what  is  called  "  outdoor  advertising,"  that 
is,  painted  signs,  posters,  electric  display  at  night,  and 
more  or  less  elaborate  advertisements  on  billboards, 
fences,  and  the  walls  of  buildings.  This  provides  em- 
ployment for  a  large  number  of  people  on  the  physical 
side  of  the  occupation,  erecting  signs.  The  usual  term, 
covering  most  of  the  outdoor  forms,  is  "  Bill  Posting." 
There  are  bill  posting  companies  in  all  large  commu- 
nities, which  erect  stands  on  leased  or  vacant  lots,  in 
city  and  country  alike,  and  rent  space  to  advertisers. 
They  put  up  the  bills,  posters,  or  other  material  fur- 
nished by  the  advertiser,  and  charge  according  to  time, 
space,  and  locality. 

This  form  of  publicity  is  profitable  in  most  places, 
sometimes  amounting  to  a  monopoly  in  a  locality.  It 
is  impossible  to  tell  how  much  money  is  spent  annually 
in  this  way.  One  large  milling  company,  for  instance, 
has  at  the  present  time  over  thirty  thousand  outdoor 
signs  scattered  through  the  country. 

The  manufacturer  or  dealer  sometimes  sends  his  own 


114  ADVERTISING   AS   A    VOCATION 

employees  out  to  erect  signs,  and  the  advance  agent 
for  an  amusement  company  may  employ  a  local  bill 
poster  or  himself  paste  bills  on  spaces  secured  for  the 
purpose. 

Sign  Painting.  In  every  town  or  city  of  size  there 
are  sign  painting  shops  or  individual  painters  of  com- 
mercial signs.  Ordinarily  they  design  and  paint  signs 
from  the  copy  or  other  material  brought  in  by  the 
advertiser.  The  shop  may  employ  a  solicitor  to  go  out 
and  secure  business,  or  send  a  man  to  a  fair  or  exposi- 
tion to  paint  signs  for  exhibitors  upon  the  ground.  The 
large  retail  store  usually  employs  a  sign  painter  for  in- 
door work,  in  its  publicity  department. 

The  earnings  of  this  form  of  publicity  are  sufficient  to 
attract  persons  of  artistic  skill  and  training. 

Lettering.  Lettering  may  be  associated  with  sign 
painting.  More  often,  however,  individual  letterers 
go  about  from  building  to  building,  upon  orders  re- 
ceived, and  paint  names  or  other  business  information 
on  office  doors  and  windows.  This  work  is  usually  done 
by  men  of  natural  skill  rather  than  of  much  training. 
The  pay  depends  upon  the  steadiness  of  employment, 
the  charges  being  according  to  the  numbers  of  letters 
painted  or  the  form  and  design  employed. 

Publicity  Designer.  A  person  of  artistic  ability  and 
training  may  conduct  an  office  as  special  publicity  de- 
signer, seeking  clients  among  the  business  men  of  his 
locality.  He  may  do  work  for  these  men  upon  ma- 
terial or  ideas  brought  to  him,  or  himself  create  such 
forms  of  design  and  illustration  as  would  best  serve 
them  in  advertising.     Many  companies  employ  such 


SPECIAL    FORMS   OF   ADVERTISING  II5 

private  experts  upon  occasion,  while  others  have  one  on 
their  regular  advertising  department  payroll.  In  the 
large  community  a  designer  of  merit  finds  steady  work, 
in  his  own  office  or  studio,  of  a  highly  profitable  sort. 

Community  Advertising.  In  recent  years,  with  the 
growth  of  modern  communities  and  the  free  movements 
from  place  to  place  of  business  and  industry  and  even 
of  large  numbers  of  people,  what  may  best  be  called 
community  advertising  has  appeared.  A  town  or  city 
in  any  part  of  the  country  which  wishes  to  increase  its 
population  and  prosperity  and  believes  that  it  has  nat- 
ural, financial,  or  other  advantages  to  offer  to  attract 
people,  industries,  and  capital,  may  advertise  these  ad- 
vantages in  a  special  campaign  or  by  steady,  systematic 
methods.  Such  publicity  differs  little  from  that  of  a 
great  business.  A  "  publicity  bureau  "  may  be  estab- 
lished, under  the  town  or  municipal  government  or  di- 
rectly under  a  mayor's  office;  a  chamber  of  commerce 
or  a  board  of  trade  may  have  a  subcommittee  on  pub- 
licity, to  work  in  the  material  interests  of  the  commu- 
nity; or  a  private  organization  of  manufacturers  and 
business  men  may  form  a  bureau  for  community  adver- 
tising. 

Usually  the  ablest  advertising  men  in  a  locality  are 
sought  as  directors  or  advisers  in  these  undertakings. 
Frequently  such  men  are  unpaid,  but  the  active,  respon- 
sible manager  of  such  a  bureau,  who  may  be  under  con- 
tract for  a  term  of  years,  and  routine  office  workers 
are  paid  at  prevailing  local  rates. 

The  director  of  community  advertising  must  have 
ample  business  experience  and  knowledge  of  economic 


Il6  ADVERTISING   AS   A    VOCATION 

conditions,  wide  reputation  for  ability  and  integrity, 
and  be  thoroughly  grounded  in  the  principles  and  prac- 
tice of  modern  advertising.  Above  all  he  must  have  a 
deep  sense  of  the  responsibility  of  public  service. 

Public  Service  Advertising.  A  public  service  cor- 
poration, like  a  steam  railroad  or  an  electric  railway, 
usually  maintains  a  publicity  department  to  present  the 
work  and  advantages  of  the  corporation  to  the  public. 
This  duty  may  be  performed  by  a  member  of  the  com- 
pany or  under  the  direction  of  a  publicity  expert.  It 
consists  in  forcefully  setting  forth  the  leading  facts  and 
reasons  for  patronage  and  public  confidence,  rather 
than  the  handling  of  many  publicity  features.  In  the 
larger  and  newer  communities  of  the  country,  however, 
as  in  the  West,  such  corporations  may  have  highly  or- 
ganized publicity  departments.  They  then  frequently 
send  out  literature,  exhibits,  and  teachers,  to  arouse 
the  public  to  increased  patronage. 

Theatrical  Advertising.  The  publicity  work  con- 
nected with  a  theatrical  or  other  amusement  company 
Is  considerable.  A  local  theater  or  a  chain  of  houses 
usually  employs  a  manager  and  sufficient  office  force 
to  attend  to  all  necessary  features  of  advertising.  The 
manager  may  be  the  proprietor  or  one  of  the  owners  of 
the  concern.  He  must  understand  local  and  general 
business  conditions,  the  problems  of  the  theatrical  busi- 
ness, and  methods  of  advertising  suitable  for  the  field. 

The  publicity  manager  of  a  traveling  company  us- 
ually travels  one  or  two  weeks  in  advance  of  the  com- 
pany, and  does  local  advertising  in  each  community,  pre- 
paring the  way  for  the  performances  that  are  to  follow. 


SPECIAL    FORMS   OF   ADVERTISING  II7 

In  most  cases  advertising  of  this  kind  is  seasonal. 
The  large  metropolitan  theaters  are  closed  during  the 
summer  months,  while  the  traveling  amusement  com- 
panies are  rarely  on  the  road  the  entire  year.  The 
circus,  for  instance,  remains  In  winter  quarters  for  some 
months.  The  large  local  company  may  pay  a  salary 
high  enough  to  cover  the  idle  season;  but  the  small 
company  cannot,  so  that  its  publicity  man  may  have  to 
engage  in  some  other  business  a  part  of  the  time.  The 
vicissitudes  of  traveling  and  the  uncertain  earnings 
connected  with  this  form  of  amusement  purveying  make 
advertising  work  In  it  less  attractive.  In  either  case 
it  is  generally  persons  interested  first  In  the  theatrical 
business,  and  showing  the  requisite  ability,  who  become 
its  publicity  workers. 

Advertising  Counselor.  A  man  who  has  had  con- 
siderable experience  and  success  in  publicity  service,  as 
well  as  in  other  forms  of  business  activity,  may  open 
an  office  as  an  expert  advertiser  or  counselor  in  adver- 
tising. There  are  a  few  such  offices  or  men  in  the 
larger  centers  of  trade,  and  the  number  is  likely  to  in- 
crease steadily.  In  many  cases  beginners  In  business 
enterprises  and  firms  that  do  not  wish  to  carry  an  ex- 
pensive advertising  force  consult  such  men  as  to  policy 
and  method  In  advertising.  If  the  counselor  actually 
handles  the  work  In  which  he  gives  advice  he  becomes 
an  agent,  and  such  has  been  the  case  with  some  of  the 
present  agencies.  The  typical  method,  however,  has 
been  that  of  the  busy  and  successful  publicity  manager 
in  a  department  or  agency  who  reaches  the  point  or 
time  at  which  he  wishes  to  be  free  from  the  waging 


Il8  ADVERTISING   AS   A    VOCATION 

of  campaigns  and  office  detail,  and  yet  to  retain  a  place 
and  interest  in  the  field.  He  becomes  a  publicity  coun- 
selor, and  takes  his  place  with  the  professional  men  of 
a  community  if  at  any  stage  advertising  becomes  truly 
professional. 

The  work  of  the  counselor  sometimes  is  like  that  of 
an  executive  secretary  or  promoter  in  a  temporary 
business  or  neighborhood  undertaking,  such  as  the 
holding  of  a  local  fair.  '^    - 

Legal  Adviser  in  Advertising.  A  lawyer  may  spe- 
cialize in  advertising  as  to  the  legality  of  forms  and 
methods  of  publicity.  He  is  frequently  called  to  advise 
the  business  man  or  the  agency  that  has  to  expend  large 
sums  of  money  under  changed  methods  or  new  condi- 
tions. 


CHAPTER  IX 

QUALITIES,  TRAINING,   CONDITIONS,  AND  REWARDS  IN 
ADVERTISING 

Thus  far  in  this  volume  the  purpose  has  been  to 
show  the  nature,  growth,  and  probable  future  of  ad- 
vertising in  the  business  world,  the  divisions  and  extent 
of  the  field,  the  many  kinds  of  mediums  employed  to 
reach  the  buying  public,  and  the  various  opportunities 
for  employment  to  be  found  in  publicity  work,  from 
the  highest  positions  down  through  the  business  rou- 
tines. It  now  remains  to  present  its  demands  upon  the 
individual,  the  conditions  generally  recognized  as  nec- 
essary for  success,  and  the  rewards  that  may  be  found 
in  this  department  of  business, —  or  the  more  vital  facts 
that  characterize  advertising  as  a  vocation. 

The  Qualities  Necessary  for  Success  in  Advertis- 
ing. Certain  natural  qualities  are  fundamental  to  suc- 
cessful service  in  advertising  work.  These  are  widely 
recognized  by  business  men,  and  the  young  person  who 
wishes  to  enter  the  field  should  possess  some  of  them, 
the  more  the  better,  in  a  fair  degree.  These  qualities, 
of  course,  belong  to  the  business  world  also,  for  adver- 
tising is  distinctly  a  form  of  business.  Further,  to 
reach  all  persons  with  persuasive  news  of  all  sorts  of 
merchandise  and  service,  *'  almost  every  faculty  of  the 
human  mind  may  be  called  into  play." 

The  person  who  expects  to  succeed  in  advertising 

119 


I20  ADVERTISING   AS   A   VOCATION 

should  have  ability  to  plan  and  organize.  He  should 
be  able  to  understand  a  business  possibility  and  to  pre- 
sent it  convincingly  to  the  public  through  the  usual  chan- 
nels of  publicity.  He  should  be  a  clear,  simple,  and 
forceful  writer.  He  should  be  both  conscientious  to- 
ward his  firm  or  employer  and  appreciative  of  his  re- 
sponsibility toward  the  buyer  of  merchandise. 

Advertising  men  consulted  in  the  preparation  of  this 
chapter  suggested  or  agreed  upon  the  definite  qualities 
that  appear  in  the  following  list.  The  most  conspic- 
uous personal  qualities,  placing  first  the  needs  of  the 
higher  position  in  real  advertising  work,  are : 

1.  Constructive  foresight,  or  organizing  ability,  to 

plan  general  advertising,  a  special  campaign, 
or  the  building  up  of  a  department  or  of  an 
agency. 

2.  Executive  ability,  to  carry  out  plans  and  policies 

or  to  direct  an  organization. 

3.  Originality,  to  give  one's  advertising  work  or 

the  publicity  of  a  firm  distinctive  character. 

4.  Knowledge  of  human  nature,  to  say  the  right 

thing  to  the  right  people  In  the  right  way, 
—  to  understand  the  psychology  of  adver- 
tising. 

5.  Mental  alertness,  to  recognize  an  advertising 

possibility  and  to  act  upon  it  promptly. 

6.  Facility  in  expression,  to  write  clearly,  simply, 

and  effectively;  to  prepare  material  readily 
and  correctly  when  there  may  be  little  or  no 
time  for  revision  or  proof-reading. 

7.  Imagination,  to  see  the  unaccomplished  clearly 


QUALITIES,    TRAINING,    CONDITIONS,    REWARDS       121 

and  to  understand  and  present  possibilities  in 
advertising. 

8.  Artistic  ability,  for  the  positions  of  illustration, 

design,  and  decoration. 

9.  Versatility,  to  work  by  various  methods  under 

changing  circumstances  or  with  many  varie- 
ties of  merchandise. 

10.  Selling  ability,  to  know  how  to  present  goods  to 

the  public. 

11.  Business  sense,  to  understand  business  condi- 

tions and  methods,  the  facts  of  distribution 
and  consumption,  and  the  interrelation  of 
manufacturer,  wholesaler,  jobber,  salesman, 
retailer,  and  consumer. 

12.  Ability  in  research,  to  secure  facts  about  mer- 

chandise and  methods  of  publicity  from  all 
possible  sources. 

13.  Enthusiasm,   to   impress   the   public  with  the 

worth  of  an  article. 

14.  Persistence,  to  pursue  one  course  until  its  pur- 

pose is  accomplished,  or  a  better  course  is 
found. 

15.  Tact,  to  know  how  to  deal  with  a  situation,  to 

act  wisely  in  the  every-day  conduct  of  adver- 
tising. 

16.  Honesty,  to  state  the  truth  about  merchandise 

and  to  create  confidence  in  the  public  toward 

a  firm  or  business. 
Qualities  Required  in  the  Routine  Positions.    The 
routine  positions  connected  with  publicity,  such  as  those 
of  the  secretary,  stenographer,  clerk,  bookkeeper,  and 


122  ADVERTISING   AS   A    VOCATION 

Other  office  workers  or  outdoor  helpers,  are  the  same  as 
In  other  departments  of  business,  and  call  for  the  usual 
well-known  qualities. 

Some  of  these  qualities  are: 

Carefulness, 

Accuracy, 

Promptness, 

Concentration, 

Power  to  master  details, 

Power  to  follow  direction, 

Reliability, 

Tact. 
Three  Essential  Divisions  of  Advertising  Workers. 
Advertising  men  usually  think  of  the  positions  In  the 
field,  above  the  minor  and  routine  lines  of  work,  as  fol- 
lows : 

1.  The  Buyer,  or  user,  of  advertising  copy  and 

space.  He  Is  the  one  who  wishes  to  sell  mer- 
chandise. He  must  be  calm,  cool,  cautious, 
calculating. 

2.  The  Writer  of  advertising,  employed  by  the 

buyer.  He  must  have  selective  power,  to 
take  the  smallest  number  of  facts  and  make 
the  maximum  impression  out  of  them.  He 
must  be  literary,  artistic,  imaginative. 

3.  The  Solicitor,  or  seller,  of  advertising.     He 

must  be  persuasive,  persistent,  energetic,  a 
fighter,  able  to  secure  business  in  the  face  of 
the  strongest  competition. 
Training  for  Advertising.     One  may  learn  adver- 
tising by  actual  service  in  it  or  in  related  work.     This 


QUALITIES,    TRAINING,    CONDITIONS,    REWARDS       1 23 

has  been  the  general  method  in  the  past,  and  even  now, 
with  the  opportunities  for  training  in  modern  business 
schools  and  courses,  the  majority  of  advertising  work- 
ers drift  into  the  occupation,  or  seek  it,  through  the  nat- 
ural avenues  of  entrance. 

The  chief  of  these  avenues  are : 

Service  in  a  small  newspaper  office,  either  general 
or  soliciting  and  writing  advertisements. 

Service  in  a  retail  store,  either  merchandising  or 
selling. 

Service  as  a  traveling  salesman. 

Minor  service  In  an  advertising  office. 
The  demands  of  the  occupation,  however,  are  so 
many  and  so  great  that  special  educational  training  is 
becoming  more  and  more  advisable  and  helpful  to  the 
highest  success.  Such  training  has,  indeed,  been  made 
possible  as  a  natural  result  of  the  great  growth  of  the 
vocation  in  recent  times. 

y  The  advertising  courses  now  found  in  the  schools  and 
colleges  are  a  development  of  the  last  five  or  six  years, 
and  have  followed  both  theoretical  and  practical  lines. 
The  organization  known  as  the  "  Associated  Advertis- 
ing Clubs  of  the  World  "  has  attempted  to  get  teachers 
and  schools  to  standardize  such  courses  and  to  spe- 
cialize in  the  field  according  to  the  best  resources  of 
each.  Thus  the  tendency  at  the  present  time  is  toward 
special  courses,  such  as  advertising  as  a  branch  of  busi- 
ness organization,  writing  copy,  window  decoration, 
or  illustration.  This  is  in  keeping  with  the  fact  that 
the  advertising  worker  is  frequently  a  specialist,  no  mat- 
ter how  wide  his  training  may  have  been.     This  is  espe- 


124  ADVERTISING   AS   A   VOCATION 

cially  true  In  the  case  of  large  advertising  departments 
and  agencies  where  a  considerable  division  of  duties  and 
responsibilities  becomes  necessary. 
/  The  Usual  Educational  Requirements  for  Adver- 
tising Work.  The  simplest  generally  accepted  re- 
quirements for  doing  work  In  advertising  are  the  fol- 
lowing: 

A  fairly  good  academic  education,  Including 
English, 
Economics, 
History, 

Some  knowledge  of  science, 
Training  In  accounting, 
(^    Training  In  advertising, 
-    Training  In  merchandising  and  selling. 

Some  knowledge  of  printing  and  engraving, 
Ji  Reporting,  or  a  knowledge  of  news  values. 

Typical  Courses  Given  by  a  Well-Known  College 
c/i  Business  Administration.  The  following  state- 
ments of  courses  are  reprinted  In  full  from  the  cata- 
log of  a  well-known  university  which  has  recently  estab- 
lished a  College  of  Business  Administration.  These 
statements  show  the  scope  of  the  present  teaching  of 
advertising: 

B-6.  Advertising.  Two  hours  each  week.  6o  credit  hours. 
Elective. 

Advertising  considered  as  a  branch  of  business  organization. 
Analysis  of  the  market,  analysis  of  the  goods,  theory  of  adver- 
tising; psychology  of  advertising;  comparison  of  advertising 
mediums;  various  forms  of  advertising;  ethics  of  advertising. 
Frequent  lectures  by  advertising  experts. 


QUALITIES,    TRAINING,    CONDITIONS,    REWARDS       1 25 

During  the  second  term  special  attention  given  to  preparation 
of  copy  and  constructive  criticism.  Advertising  technique; 
catalog  and  circular  writing;  methods  of  laying  out  copy;  esti- 
mating the  cost  of  a  campaign. 

B-7.  Advertisement  Writing.  Two  hours  each  week.  60 
credit  hours.     Elective. 

This  course  may  be  taken  in  connection  with  B-6,  Advertis- 
ing, or  may  follow  that  course. 

The  writing  of  copy  from  commodities  studied  in  the  class- 
room and  from  outlines  given  by  the  instructor.  Copy  ana- 
lyzed and  criticized  in  order  that  important  features  may  be 
brought  out.  In  addition  to  constructive  criticism  of  the  stu- 
dents* copy,  actual  advertising  matter  of  commodities  is  studied. 
Occasional  practice  in  preparing  advertisements  for  actual  use. 

B-8.  Mail  Order  Advertising.  Second  term,  evening  only. 
Two  hours  each  week.     30  credit  hours.     Elective. 

A  careful  study  of  the  problems  of  selling  through  the  mail. 
Consideration  of  mediums,  copy,  merchandise,  distribution, 
**  follow-up  "  letters,  catalogs,  and  shipping. 

Students  are  required  to  do  little  outside  work,  but  are  ex- 
pected to  write  copy  for  several  mail  order  advertisements,  to 
be  criticized  by  the  instructor.  Special  lectures  given  by  men 
prominent  in  the  mail  order  field  of  Boston  and  other  cities. 

The  Educational  Department  of  the  Associated  Ad- 
vertising Clubs  of  the  World  has  very  recently  pub- 
lished a  report,  prepared  by  the  Association  of  Teach- 
ers of  Advertising,  upon  "  Instruction  In  Advertising 
in  the  United  States."  This  report  shows  that  in 
19 16-17  probably  about  5,000  students,  making  fair 
allowance  for  figures  not  given,  were  enrolled  in  107 
advertising  courses  in  thirty-two  colleges  and  universi- 
ties in  this  country.  To  this  number  should  be  added 
several  thousand  students  In  advertising  courses  con- 
ducted by  Young  Men's  Christian  Association  schools, 


126  ADVERTISING   AS   A   VOCATION 

commercial  high  schools,  correspondence  schools,  and 
other  schools  and  institutions  below  the  college  grade. 
In  most  cases  courses  in  salesmanship  are  associated 
with  those  in  advertising,  and  less  frequently  courses  in 
''  marketing  "  and  retail  merchandising  are  given. 

The  full  list  of  the  report  appears  on  the  following 
page. 

Statement  by  an  Advertising  Authority.  Mr.  Ear- 
nest Elmo  Calkins,  of  Calkins  and  Holden,  advertising 
agents,  New  York,  has  recently  spoken  as  follows  in 
regard  to  the  training  in  advertising  now  given  by  the 
college :  ^ 

The  college  can  probably  do  this  just  as  well  as  it  prepares  a 
man  for  any  other  field  of  work.  The  college  is  preparing  men 
for  railroading,  medicine,  manufacturing,  retail  storekeeping, 
law,  architecture,  and  other  things,  or  at  least  college  gradu- 
ates go  into  these  different  fields  after  more  or  less  experiment 
or  lost  motion.  I  do  not  think  that  any  college  is  yet  prepared 
to  give  as  thorough  a  course  in  advertising  as  a  law  school  gives 
in  law  or  a  medical  school  gives  in  medicine.  But  even  the 
graduate  of  Johns  Hopkins  University,  with  a  degree  and  with 
a  record  of  careful  work  behind  him,  is  mighty  glad  to  accept 
the  position  of  interne  for  two  or  three  years  to  get  some  actual 
practice. 

Advertising  may  or  may  not  be  a  profession.  A  man  does 
not  get  an  important  position  in  any  other  business,  such  as 
chief  clerk,  or  head  of  a  department  in  a  railroad,  floorwalker 
or  manager  of  a  department  store,  or  other  line  of  commercial 
work,  without  many  years  of  apprenticeship  —  sometimes  as 
many  as  ten,  or  twelve,  or  fifteen.  So  if  you  consider  adver- 
tising a  business,  the  time  of  service  is  much  longer. 

In  my  agency  there  are  eight  departments.     If  one  of  those 

1  From  Printers'  Ink  for  January  13,  1916. 


QUALITIES,    TRAINING,    CONDITIONS,    REWARDS       1 27 


ADVERTISING   COURSES   AND    REGISTRATION   IN   UNITED 
STATES  UNIVERSITIES 

S-d  fc  ^  s.SSo 

§  p  "  "„2c 

3  C  O  "O  3 

NAME  OF  INSTITUTION                 o:^^  .5  S  og  l"|c-2- 

3  (0  >  00  3  k-  -gT:  rt-^-o 

"z,  ^  ^  f-^ 

Boston  University 3  —  2.  63   ' 

University  of   California    i  —  —  — 

University   of   Chicago    6               3  4  151 

Columbia   University    5               3  2  220 

Dartmouth     4              2  6  iii 

De    Pauw    University    3  —  —  — 

Harvard     3  —  —  33 

University  of  Illinois  i  —  2  40 

Indiana    University    2  —  2  50 

Iowa    State    College    1  —  i  50 

University    of    Kansas     i  —  —  65 

Leland    Stanford   Junior   University. . .     2              i  —  30 

Marquette     i  —  —  — 

University  of   Minnesota    4               i  —  160 

University  of  Missouri    5  —  —  85 

University  of  Montana   1  —  —  40 

New    York    University    14              2  3  820 

Northwestern    University    6               i  4  233 

Notre    Dame i  —  —  35 

Oklahoma    i  —  —  10 

University   of    Oregon    5              i  —  270 

Ohio    University    5  —  —  59 

Ohio  State  University   2  —  —  50 

University  of   Pennsylvania    5               1  —  800 

University  of  Southern  California  . 4  —  —  — 

St.   Xavier    College    i  —  —  35 

University    of    Texas    3  —  3  56 

University    of    Toledo    5  —  —  — 

Tulane  University    i  —  —  40 

University  of  Washington   4  —  —  56 

Western  Reserve  University   i  —  —  31 

University  of   Wisconsin    6  —  —  480 

107  IS  29  ^3773 

1  Enrollment  figures  were  not  available  from  California,  De  Pauw, 
Marquette,  Southern  California,  or  Toledo. 


128  ADVERTISING   AS   A    VOCATION 

young  men  approached  me  for  a  job  it  would  be  pretty  difficult 
for  me  to  know  just  what  he  should  know,  for  each  depart- 
ment requires  a  very  different  kind  of  preparation.  One  de- 
partment requires  a  thorough  knowledge  of  advertising  me- 
diums,—  newspapers,  magazines,  billboards,  street  cars, — 
statistics  of  population,  circulation,  literacy,  and  buying  power. 
Another  department  concerns  itself  entirely  with  the  proper 
selling  of  goods.  The  men  doing  this  work  must  have  had 
actual  experience  on  the  road  and  in  selling  goods  behind  the 
counter.  Other  departments  concern  themselves  with  the 
physical  appearance  of  advertising.  These  men  must  know 
how  to  write  selling  copy,  how  to  arrange  the  type  display, 
how  to  handle  the  art  work  in  designing,  and  must  have  had  a 
wide  range  of  technical  experience  in  regard  to  printing,  en- 
graving, paper,  color  work,  too  infinite  to  catalog  here. 

I  would  say  that  any  young  man  whose  college  education 
had  not  made  him  too  snobbish  to  begin  at  the  beginning  and 
accept  a  small  salary,  just  as  men  in  other  professions  have  to 
do,  who  had  had  experience  in  a  country  newspaper  office  in 
soliciting  advertising,  writing  copy,  and  setting  type,  who  had 
worked  in  a  country  store  as  a  clerk  behind  the  counter,  and 
who  had  in  addition  sold  goods  upon  the  road  as  a  traveling 
salesman,  and  who  knew  how  to  express  all  experiences  in 
good,  terse  English,  easily  understood  by  the  masses,  would  be 
a  promising  beginner  in  the  work  of  advertising.  After  that  it 
would  depend  on  himself. 

The  Qualifications  of  an  Advertising  Manager. 
The  following  quotation,  from  "  The  Dimensions  of  a 
Good  Advertising  Manager,"  ^  by  Mr.  Harry  W. 
Ford,  well  states  the  demands  upon  the  man  who  is  re- 
sponsible for  the  conduct  of  the  publicity  of  a  firm: 

First,  he  should  have  health  and  honesty.     They  are  funda- 
iFrom  Associated  Advertising  for  March,  1917. 


QUALITIES,    TRAINING,    CONDITIONS,    REWARDS       1 29 

mental  things  that  every  man  must  have  if  he  is  going  to  be 
successful. 

A  COLLEGE    EDUCATION 

The  next  thing  I  vv^ould  look  for  vrould  be  a  college  educa- 
tion or  its  equivalent.  It  is  not  necessary  that  a  man  should 
be  a  college  graduate  to  be  a  good  advertising  manager,  but  I 
like  to  employ  college  educated  men.  They  have  acquired  the 
study  habit  and  they  study  in  their  business.  They  have  a 
great  sense  of  loyalty  to  an  institution,  which  is  a  good  thing. 

A  good  advertising  manager  should  have  the  study  habit.  I 
think  that  is  the  best  habit  any  man  can  have.  The  man  that 
appeals  to  me  is  the  man  that  is  aWays  trying  to  be  better. 
There  is  no  other  way  to  be  better  than  to  work  at  it  and 
study  it  out  if  you  haven't  got  it. 

I  would  ask  for  newspaper  training.  Newspaper  work 
teaches  a  man  to  know  values;  that  is,  it  teaches  him  to  play 
up  the  important  thing  in  the  best  possible  way.  It  teaches 
him  rapidity  of  work,  while  at  the  same  time  turning  out  a 
good  quality  of  work.  A  newspaper  man  not  only  must  work 
fast,  but  must  work  well.  That  is  part  of  modern  business. 
The  old  adage  used  to  be,  "  Slow,  but  sure!  "  but  that  is  not 
true  any  more.     The  modern  proverb  is  "  Fast  and  sure." 

MUST   BE    "  COPY  "   MAN 

Everj'  advertising  manager  should  have  good  copy-writing 
ability.  I  have  often  heard  advertising  managers  argue  they 
did  not  need  to  be  copy  writers  themselves  to  be  good  adver- 
tising managers,  and  I  have  known  some  advertising  managers 
who  were  not  good  copy  writers,  but  I  think  every  advertising 
manager  ought  to  train  himself  to  be  a  good  copy  man.  He  will 
better  know  how  to  tell  other  men  what  to  do  and  how  to 
judge  the  grade  of  work  others  do  for  him. 

The  advertising  manager  should  have  bargaining,  or  pur- 
chasing, ability.  He  is  a  purchasing  agent  and  sales  agent  as 
well  as  publicity  agent.     He  has  to  buy  space  in  the  magazines, 


130  ADVERTISING   AS   A   VOCATION 

printing  and  other  sorts  of  advertising  supplies,  so  he  ought  to 
know  something  about  buying. 

He  should  have  executive  ability.  He  should  know  how  to 
lay  out  work  for  other  people  and  how  to  train  other  people  to 
do  a  lot  of  work. 

NEEDS   BUSINESS   JUDGMENT 

He  should  have  good  business  judgment,  so  that  he  can  judge 
various  propositions  as  they  come  along. 

The  advertising  manager  needs  to  have  a  grasp  of  the  funda- 
mentals of  art  work.  He  needs  to  know  the  arts  allied  to  ad- 
vertising, such  as  printing,  engraving,  etc. 

He  should  know  the  business  whose  advertising  he  is  manag- 
ing. A  great  many  advertising  men  think  advertising  is  some- 
thing separate  in  the  business;  a  kind  of  department  off  in  one 
corner.  It  is  the  advertising  man's  business  to  know  as  much 
about  the  machine  being  built  as  the  man  down  in  the  factory 
knows.     He  must  cooperate  with  all  departments. 

Earnings  in  Advertising  Work.  Earnings  in  the 
field  of  publicity  are  substantially  the  same  as  the  earn- 
ings of  corresponding  positions  in  other  departments  of 
business.  It  would  be  entirely  impossible  to  give  more 
than  brief  estimates;  yet  these  estimates  are  based  upon 
prevailing  rates  of  pay  in  representative  communities 
and  upon  statements  made  by  numerous  and  widely  sep- 
arated advertising  authorities  who  were  consulted  In 
the  preparation  of  this  chapter.  The  positions  In- 
volved may  be  divided  Into  two  groups, —  those  dis- 
tinctly of  an  advertising  nature  and  those  of  ordinary 
business  routine.  The  routine  workers,  such  as  the 
clerk,  bookkeeper,  stenographer,  typewriter,  and  secre- 
tary, earn  mainly  from  $12.00  per  week  to  $35.00, 


QUALITIES,    TRAINING,    CONDITIONS,    REWARDS       I3I 

according  to  length  of  service,  personal  efficiency,  the 
magnitude  of  the  business  of  a  firm,  or  the  prevailing 
rates  of  pay  in  a  locality. 

The  positions  which  are  strictly  advertising  usually 
carry  an  adequate  salary,  subject  to  the  same  determin- 
ing conditions  as  those  just  given  for  the  routine 
worker.  In  the  small  communities  salaries  are  low,  as 
In  other  lines  of  business;  in  the  large  communities  they 
follow  the  upward  trend  of  business. 

The  advertising  manager  or  director  may  earn  from 
$1,500  or  $2,000  to  many  thousands  of  dollars  an- 
nually. If  he  is  a  member  of  a  firm,  as  is  often  the 
case,  or  the  proprietor  of  an  agency,  his  earnings  are 
limited  only  by  the  profits  of  the  business. 

The  advertising  solicitor  may  receive  from  $15.00  or 
$20.00  a  week  to  $50.00  or  $100.00.  In  some  cases 
he  receives  much  more.  As  he  usually  works  on  a  com- 
mission basis  his  earnings  are  determined  by  the  pos- 
sibilities of  business  In  his  locality,  the  prestige  of  his 
company,  and  his  own  ability  to  get  business. 

The  salary  of  the  plan  man  ranks  close  to  that  of 
the  manager  or  solicitor,  since  It  determines  in  large 
degree  the  success  of  the  department. 

The  advertising  writer  earns  from  $12.00  or  $15.00 
a  week  to  $35.00  or  $40.00.  The  manager  or  solicitor 
or  other  person,  however,  may  write  advertisements  in 
connection  with  other  major  work,  so  that  the  Income 
from  writing  may  be  only  a  part  of  one's  larger  earn- 
ings. 

The  pay  of  the  desk  man  may  be  only  that  of  an  or- 
dinary clerk,  or,  on  a  large  daily  paper,  having  hun- 


132  ADVERTISING   AS   A    VOCATION 

dreds  of  Individual  dally  clients,  It  may  be  as  high  as 
$30.00  or  $40.00  a  week. 

The  artist,  illustrator,  and  designer  may  receive  regu- 
lar salaries  of  from  $20.00  to  $100.00  a  week,  for  in- 
stance, or  they  may  conduct  studios  of  their  own  and 
sell  material  for  its  market  value  to  advertisers  and 
agencies.  Frequently  single  pieces  of  work  bring  very 
high  prices.  They  may  also  enter  Into  prize  contests 
for  poster  advertising.  On  the  whole  the  earnings  of 
this  class  of  workers  rank  between  those  of  the  writer 
and  those  of  the  manager  or  solicitor. 

The  store  window  decorator  usually  earns  more  than 
the  ordinary  clerk  or  salesperson  in  the  same  store. 
The  head  decorator  may  receive  from  $20.00  to  $40.00 
a  week;  the  decorators  under  him,  from  $12.00  to 
$20.00. 

Other  workers  .In  the  department  receive  pay  ac- 
cording to  the  nature  and  value  of  the  service  ren- 
dered, at  the  rates  prevailing  in  general  business  of- 
fices. 

Advertising  work  is  also  divided  Into  two  classes, — 
soliciting  and  service,  the  first  with  variable,  the  second 
with  fixed  earnings.  But  we  have  seen  that  the  man- 
ager and  the  art  worker,  also,  may  sometimes  have  var- 
iable earnings. 

The  advertising  worker  usually  comes  into  the  vo- 
cation through  circumstances,  opportunity,  or  inclina- 
tion, rather  than  because  of  the  exceptional  earnings  of 
the  few  In  the  higher  positions. 

Quotation  from  an  Advertising  Authority.  One  of 
the  foremost  authorities  in  the  field  of  publicity,  the 


QUALITIES,    TRAINING,    CONDITIONS,    REWARDS       1 33 

head  of  a  great  agency,  has  spoken  as  follows  in  re- 
gard to  earnings  in  advertising.  The  statement  shows 
how  uncertain  even  advertising  men  are  upon  this  sub- 
ject: 

I  should  say  the  limit  for  an  employed  advertising  man, — 
by  that  I  mean  a  man  having  charge  of  the  advertising  of  a 
concern, —  is  about  fifteen  thousand  dollars.  There  are  per- 
haps exceptions  running  up  to  twenty  thousand.  I  have  heard 
of  such. 

The  larger  returns  are  made  by  men  who  own  advertising 
agencies,  just  as  the  larger  returns  in  other  lines  of  business 
are  due  to  ownership. 

I  should  think  that  the  average  pay  of  a  successful  advertis- 
ing man  ran  from  fifty  to  one  hundred  dollars  a  week. 

It  is  a  very  hard  thing  to  give  facts  about,  because,  to  tell 
the  truth,  there  are  probably  advertising  men  earning  every 
different  kind  of  salary  or  wages  that  would  apply  to  any 
other  line  of  business. 

Promotion.  Promotion  in  advertising  service  has 
already  been  indicated  in  the  preceding  chapters,  in 
speaking  of  the  various  positions  found  in  the  occupa- 
tion, as  in  newspaper  publicity  or  in  an  agency.  Us- 
ually in  a  department  or  agency  the  abilities  and  in- 
clinations of  employees  are  or  may  be  so  well  known 
to  the  management  that  a  person  may  be  promoted  or 
transferred,  for  the  good  of  the  business  and  for  the 
good  of  the  worker.  The  employee  who  has  special 
aptitude  for  writing  is  likely  to  be  given  that  work;  one 
who  is  a  born  solicitor  will  be  sent  out  to  secure  clients. 
Advertising  men  are  progressive  to  a  marked  degree 
and  seek  the  highest  efficiency  of  a  corps  of  workers, — 


134  ADVERTISING   AS   A    VOCATION 

which  arises  from  putting  the  right  person  in  the  right 
place  and  from  team  work.  Managers,  indeed,  seek 
for  persons  of  particular  tastes  and  qualifications  to 
build  up  or  improve  a  publicity  department  which  in  a 
sense  sets  up  an  ideal  in  selection  and  organization  for 
other  departments  of  business. 

Publicity,  as  has  been  shown  in  Chapter  II  on  "  The 
Growth  of  Advertising,"  is  a  later  development  than 
other  departments  of  business,  and  its  methods  are  less 
fixed.  It  is  now  undergoing  remarkable  expansion 
and  change  and  offers  exceptional  opportunities  to 
the  worker  for  suggestion  and  initiative. 

The  following  statement  by  a  high  authority  is  typical 
of  the  attitude  of  the  modern  publicity  manager: 

The  tremendous  variety  and  dissimilarity  of  the  problems 
that  confront  the  advertising  man  make  the  vocation  one  of 
the  most  interesting. 

The  salaries  paid  are  in  exact  relative  ratio  to  the  ability  of 
the  individual.  Any  clerk  may  become  the  advertising  mana- 
ger, but  in  order  to  qualify  he  must  show  an  aptitude  for  his 
work,  the  habit  of  acquiring  knowledge  of  the  duties  and 
methods  of  the  fellow  one  step  higher,  some  knowledge  of 
whether  that  fellow's  work  is  done  right,  and  last  and  most 
important  of  all,  initiative. 

The  boy  just  out  of  school  starting  in  without  previous 
knowledge  at  five  or  six  dollars  a  week  may  develop  rapidly 
or  not  at  all.  Whether  he  does  or  does  not  is  entirely  within 
his  own  control;  no  outside  influence  can  make  a  thinking  man 
of  an  indifferent,  irresponsive  boy,  while  the  boy  who  responds 
quickly  to  suggestions,  who  has  an  idea  to  present  now  and 
then,  and  who  is  ready  to  jump  into  any  emergency  gets  pushed 
ahead  so  rapidly  that  before  he  is  aware  he  is  the  object  of  ob- 
servation by  concerns  in  no  way  connected  with  his  but  which 


QUALITIES,    TRAINING,    CONDITIONS,    REWARDS       I35 

are  looking  for  young  men  with  good  address,  good  habits, 
brains  and  the  ability  to  use  them,  and  initiative. 

Employment  Conditions  in  Advertising.  There 
are  no  essentially  unfavorable  conditions  in  this  field  of 
work,  which  is  conducted,  in  the  main  like  that  of  any 
other  department  of  business.  Yet  certain  facts  may 
be  given  as  bearing  upon  one's  choice  of  the  occupa- 
tion: 

1.  Some  of  the  work  done  must  be  done  under  high 

pressure,  being  of  the  nature  of  newspaper 
service. 

2.  There  is  likely  to  be  considerable  overtime  work 

in  most  cases,  to  prepare  material  for  ap- 
pearance at  a  set  time. 

3.  Window  decorating  or  display  work  is  usually 

done  at  night  or  before  and  after  the  busi- 
ness day. 

4.  The  number  of  persons  in  the  minor  or  routine 

positions  is  variable  according  to  the  seasons 
of  the  year,  being  increased  by  persons  in 
temporary  service  for  the  busier  times  or  for 
advertising  campaigns. 

5.  Advertising  may  sometimes  entail  a  tempta- 

tion to  exaggeration,  to  fraudulent  state- 
ments concerning  merchandise,  and  to  pre- 
paring or  handling  publicity  of  an  objection- 
able nature. 

6.  Publicity  work  attracts  the  unfit  and  persons 

who  leave  other  occupations  late  in  life, 
since  they  think  it  an  easy  road  to  success 


136  ADVERTISING  AS  A   VOCATION 

and  suppose  that  power  in  the  use  of  lan- 
guage is  more  important  than  business  in- 
stinct, good  sense,  and  faithful  application. 

Women  in  Advertising.  Women  are  found  in  the 
occupation  not  only  in  the  routine  but  in  the  constructive 
positions.  Their  knowledge  of  certain  kinds  of  mer- 
chandise, their  knowledge  of  styles  and  seasons,  their 
skill  in  description,  their  artistic  sense,  their  attention 
to  details,  their  appreciation  of  the  fitness  of  publicity, 
make  them  especially  valuable  to  advertising  depart- 
ments as  writers,  assistants,  and  even  as  managers. 
They  do  not  serve  to  any  great  extent  as  solicitors. 

Advertising  Clubs.  There  are  numerous  advertis- 
ing clubs  or  other  organizations  in  the  larger  towns  and 
cities  of  the  country.  In  most  cases  these  are  of  com- 
paratively recent  establishment.  Their  existence  in- 
dicates the  progressiveness  of  the  occupation,  and  means 
opportunity  for  the  worker  for  acquaintance  outside  of 
his  own  office  or  company  and  for  the  use  of  the  latest 
books,  magazines,  and  other  means  of  information.  In 
many  cases  these  clubs  have  been  organized  by  adver- 
tising men  to  advertise  their  own  towns,  but  they  are 
now  generally  taking  the  nature  of  occupational  and 
social  clubs.  The  advertising  club  is  of  great  influ- 
ence in  civic  and  social  betterment  in  the  community, 
and  lends  its  knowledge  and  practice  in  publicity  to  the 
public  good. 

In  addition  to  local  clubs  and  in  some  cases  composed 
of  them  there  are  a  few  large  and  well-known  national 
organizations  that  are  of  the  highest  influence  upon  the 
conduct  of  the  business  of  advertising.     These  organi- 


QUALITIES,    TRAINING,    CONDITIONS,    REWARDS       1 37 

zatlons  have  been  formed  for  the  Interchange  of  Ideas, 
cooperation  In  methods  and  activities,  and  the  setting  of 
standards  In  publicity.  Some  of  the  best  known  of 
these  bodies  are: 

The  Periodical  Publishers*  Association^  formed  by 
magazine  publishers  to  consider  advertising  and  other 
features  of  magazine  publication. 

The  American  Newspaper  Publishers*  Association, 
organized  by  the  publishers  of  the  leading  metropolitan 
daily  newspapers. 

The  Association  of  Advertising  Agents,  an  organiza- 
tion of  great  Importance  and  Influence. 

The  Association  of  National  Advertisers,  an  organ- 
ization of  the  advertising  managers  of  the  leading  man- 
ufacturers. 

The  Audit  Bureau  of  Circulations,  formed  by  pub- 
lishers, advertising  agents,  and  advertisers,  to  study 
the  circulation  of  mediums  and  other  statistics  relat- 
ing to  the  occupation. 

The  Associated  Advertising  Clubs  of  the  World,  the 
largest  of  all,  made  up  of  about  150  local  advertising 
clubs,  and  having  about  15,000  members.  This  or- 
ganization holds  a  great  annual  convention,  and  is  be- 
coming the  paramount  influence  In  the  advertising 
world. 

The  National  Advertising  Commission,  an  organ- 
ization of  advertising  Interests,  embracing  representa- 
tives of  a  smaller  but  increasing  number  of  local  pub- 
licity bodies,  and  being  a  subsidiary  part  of  The  Asso- 
ciated Advertising  Clubs. 

The  American  Association  of  Advertising  Agencies, 


138  ADVERTISING   AS   A    VOCATION 

a  national  organization  of  the  general  advertising  or 
placing  agencies  of  the  United  States,  formed  in  19 17 
*'  for  the  betterment  of  advertising,  advertising  con- 
ditions, and  for  the  general  improvement  of  the  busi- 
ness." 

Laws  Against  Fraudulent  Advertising.  More  and 
more  in  recent  years  has  the  public  come  to  demand 
honest  advertising.  Manufacturers,  business  men,  and 
the  periodical  press  have  joined  in  this  demand.  Busi- 
ness itself  recognizes  the  danger  of  putting  out  false 
and  misleading  statements  about  merchandise,  not 
merely  of  the  goods  so  presented  but  to  trade  as  a 
whole.  Many  foreign  countries  have  established  laws 
against  fraudulent  advertising,  and  thirty-four  states 
and  the  District  of  Columbia  in  this  country  already 
have  such  statutes.  The  Post  Office  Department  closes 
the  mails  to  publicity  matter  "  concerning  schemes  de- 
vised for  the  purpose  of  obtaining  money  or  property 
under  false  pretenses."  On  the  whole,  necessity,  busi- 
ness sentiment,  and  public  sentiment  are  compelling 
honesty  in  this  branch  of  the  trade  of  the  world. 

A  model  statute,  prepared  by  Printers^  Ink  and 
adopted  by  many  of  our  states,  is  the  following: 

Any  person,  firm,  corporation,  or  association  that,  with  in- 
tent to  sell  or  in  any  wise  dispose  of  merchandise,  securities, 
service,  or  anything  offered  by  such  person,  firm,  corporation,  or 
association,  directly  or  indirectly,  or  with  intent  to  increase  the 
consumption  thereof,  or  to  induce  the  public  in  any  manner  to 
increase  the  consumption  thereof,  or  to  induce  the  public  in  any 
manner  to  enter  into  any  obligation  relating  thereto,  or  to 
acquire  title  thereto,  or  an  interest  therein,  makes,  publishes, 


QUALITIES,    TRAINING,    CONDITIONS,    REWARDS       1 39 

disseminates,  circulates,  or  places  before  the  public,  or  causes, 
directly  or  indirectl)^  to  be  made,  published,  disseminated,  cir- 
culated, or  placed  before  the  public,  in  this  state,  in  a  news- 
paper or  other  publication,  or  in  the  form  of  a  book,  notice, 
handbill,  poster,  bill,  circular,  pamphlet,  or  letter,  or  in  any 
other  way  an  advertisement  of  any  sort  regarding  merchandise, 
securities,  service,  or  anything  so  offered  to  the  public,  which 
advertisement  contains  any  assertion,  representation,  or  state- 
ment of  fact  which  is  untrue,  deceptive,  or  misleading,  shall 
be  guilty  of  a  misdemeanor. 

Statement  by  the  President  of  the  Associated  Ad- 
vertising Clubs  of  the  World.  An  extract  from  an 
address  delivered  by  Mr.  Herbert  S.  Houston,  Presi- 
dent of  the  Associated  Advertising  Clubs  of  the  PForld, 
at  the  Philadelphia  Convention  on  June  26,  19 16,  shows 
that  the  movement  for  better  laws  is  led  and  inspired 
by  advertising  men.  Mr.  Houston  spoke  in  part  as 
follows : 

This  range  of  our  activities  in  behalf  of  believable  advertis- 
ing and  honest  merchandising  has  been  under  the  sane  and 
fearless  leadership  of  Merle  Sidener  and  the  Vigilance  Com- 
mittee. It  has  been  strengthened  greatly  this  year  by  the  em- 
ployment of  H.  J.  Kenner,  who  as  executive  and  field  secretary 
has  been  forming  Better  Business  Bureaus  in  many  cities  and 
thus  enabling  the  clubs  to  carry  honest  advertising  laws  into 
honest  advertising  practice.  In  passing,  let  me  state  that  with 
the  enactment  of  an  honest  advertising  law  in  Virginia  last 
winter,  due  chiefly  to  the  vigorous  work  of  our  Virginia  clubs, 
the  thirty-fourth  state  was  added  to  the  honor  roll  of  states 
having  such  laws ;  and  in  practically  every  case  these  laws  have 
been  passed  at  the  instance  of  the  advertising  clubs,  supported 
earnestly,  let  me  here  acknowledge,  by  Printers'  Ink. 

With  all  this  work  as  a  background  it  was  felt  that  the 


I40  ADVERTISING   AS   A    VOCATION 

time  had  come  when  we  could  look  our  "  Truth  "  emblem  in 
the  face  and  honestly  advertise  advertising.  And  what  a  mas- 
terful, continent-spanning  campaign  has  gone  forward  under 
the  indefatigable  and  able  direction  of  Chairman  W.  C.  D'Arcy 
and  his  committee!  All  mediums  have  been  used.  The  first 
piece  of  copy  was  a  message  on  advertising  from  the  President 
of  the  United  States.  In  print  and  paint  and  poster  the  truth 
has  been  borne  to  the  public  that  advertising  is  an  essential  and 
dependable  and  increasingly  valuable  servant  of  the  public. 

Now  these  particular  activities  have  been  directed  toward  re- 
tailers, toward  the  consuming  public,  toward  legislatures  —  in 
a  word  from  within  toward  the  world  without.  But  at  the 
same  time  there  has  gone  forward  a  wide  range  of  work,  espe- 
cially educational  work,  inside  the  organization.  For  we  stand 
for  the  belief  that  in  order  to  build  up  general  merchandising 
efficiency  with  retailers,  in  order  to  spread  the  knowledge  of 
advertising  with  the  public,  in  order  to  give  the  greatest  power 
to  advertising  as  a  servant  of  commerce,  we  must  ourselves  be 
trained.  So  for  years  our  National  Educational  Committee, 
which  is  made  up  of  the  chairmen  of  the  educational  committees 
of  all  the  clubs,  has  carried  on  a  round  of  work  through  lec- 
tures and  study  courses  and  round  tables;  through  the  publica- 
tion of  books  which  are  accepted  the  world  over  as  authorities 
on  advertising  and  selling;  through  work  in  and  with  colleges 
and  universities  and  Y.  M.  C.  A.'s;  through  an  intelligent  and 
vigorous  propaganda  on  libraries  to  stir  them  up  to  serve  their 
business  communities  —  where  is  there  an  organization  that 
can  point,  as  can  the  Associated  Clubs,  to  such  serious  and 
earnest  work  to  study  and  classify  and  coordinate  the  experi- 
ence and  practice  of  its  field,  to  the  end  that  it  may  be  brought 
into  a  body  of  well-ordered  knowledge  for  the  instruction  and 
service  of  oncoming  generations?  No,  not  merely  for  the  on- 
coming generations,  but  as  well  for  the  generations  now  living 
and  working,  so  that,  please  God,  it  may  build  wisely  in  its 
own  brief  day  for  the  long  future  days. 


CHAPTER  X 

ADVERTISING   ETHICS 

STANDARDS   OF    PRACTICE   ADOPTED    BY   THE   ASSOCIATED 

ADVERTISING   CLUBS   OF   THE   WORLD   AND 

SUPPLEMENTARY   MATERIAL 

The  body  of  this  chapter  consists  of  the  "  Standards 
of  Practice  "  adopted  by  the  Associated  Advertising 
Clubs  of  the  World  at  their  annual  convention  at  To- 
ronto, Canada,  in  19 14.  The  divisions  here  made  pre- 
sent a  complete  survey  of  the  field  of  advertisers  and 
of  mediums,  and  these  "  Standards  "  show  clearly  the 
high  ideals  that  now  actuate  the  leaders  in  the  advertis- 
ing world  and  that  affect  in  an  increasing  degree  the 
service  of  the  rank  and  file. 

Preamble: 

Realizing  that  advertising  has  come  to  mean  service 
to  mankind,  and  that  Reciprocity  is  the  greatest  force 
in  promoting  the  cause  of  human  brotherhood  and  the 
world's  progress,  and 

Believing  that  the  new  humanism  in  business  de- 
mands recognition  of  the  fact  that  all  men  are  interde- 
pendent and  have  international  responsibilities  which 
can  be  best  conserved  by  setting  up  ideals  of  conduct, 
and 

Wishing  to  secure  to  society  a  Code  of  Adver- 
tising Ethics  by  means  of  which  the  members  of  each 

141 


142  ADVERTISING   AS   A    VOCATION 

department  of  advertising  can  gauge  their  own  conduct 
and  also  that  of  their  fellows. 

Now  THEREFORE,  we,  the  members  of  the  Associated 
Advertising  Clubs  of  the  World,  in  Tenth  Annual  Con- 
vention assembled,  at  Toronto,  June  25,  19 14,  do 
acclaim  and  publish  the  following  Standards  of  Prac- 
tice for  the  various  departments  represented  at  this 
meeting,  and  do  individually  pledge  ourselves  to  co- 
operate one  with  another  in  living  up  to  them  as  the 
best  Standards  of  Right  Action  now  attainable  for  all 
those  engaged  in  the  Business  of  Advertising. 

Committee : 

William  H.  Ukers,  Manly  M.  Gillam, 

New  York.  New  York. 

The  following  are  the  "  Standards  of  Practice  "  as 
adopted  by  the  various  Departments  of  Advertising  on 
Tuesday,  June  22,  and  which  with  the  foregoing  pre- 
amble were  adopted  as  a  whole  by  the  entire  Associa- 
tion on  Thursday: 

agricultural  publications 

Believing  that  the  growth  of  farm  publications,  both 
in  a  business  way  and  in  their  usefulness  to  the  farm 
reader,  depends  upon  certain  fundamental  practices, 
the  wisdom  of  which  the  agricultural  publishers  gener- 
ally recognize,  we  set  forth  the  following  as  an  expo- 
sition of  those  practices: 

I.  To  consider  the  Interests  of  the  subscriber  first  in 
both  editorial  and  advertising  columns. 


ADVERTISING    ETHICS  1 43 

2.  To  conduct  our  editorial  columns  with  truth  in  a 
fearless,  forceful  manner,  and  in  the  Interests  of 
better  farming  conditions  and  better  farm  home 
conditions. 

3.  To  keep  them  clean  and  Independent  of  advertis- 
ing considerations  and  to  measure  all  reading  mat- 
ter by  its  worth  to  the  subscriber. 

4.  To  decline  all  advertising  which  Is  misleading, 
which  does  not  conform  to  business  integrity  or  is 
unsuited  to  the  farm  field. 

5.  To  pledge  ourselves  to  work  with  fellow  publish- 
ers in  the  interests  of  all  advertising  and  the  ulti- 
mate success  of  the  advertiser. 

6.  To  accept  cash  only  in  payment  for  advertising  and 
to  maintain  the  same  rates  and  discounts  to  all. 

7.  To  allow  agent's  commission  to  recognized  ad- 
vertising agents  only,  and  under  no  circumstances 
extend  the  concession  to  the  advertiser  direct. 

8.  To  make  editorial  merit  of  our  publications  the 
basis  of  circulation  effort. 

9.  To  supply  advertisers  and  advertising  agents  with 
full  information  regarding  the  character  and  extent 
of  circulation,  including  detailed  circulation  state- 
ments subject  to  proper  and  authentic  verification. 

10.  To  avoid  unfair  competition  and  confine  our  state- 
ments regarding  other  publications  to  verified  facts. 

11.  To  determine  what  is  the  highest  and  largest  func- 
tion of  the  field  which  we  serve,  and  then  to  strive 
in  every  legitimate  way  to  promote  that  function. 

T.  W.  LeQuatte,  Frank  W.  Lovejoy, 

Des  Moines,  la.  Racine,  Wis. 


144  ADVERTISING   AS   A   VOCATION 

* 

BUSINESS    PAPERS 

The  publisher  of  a  business  paper  should  dedicate 
his  best  efforts  to  the  cause  of  Business  and  Social  Serv- 
ice, and  to  this  end  should  pledge  himself : 

1.  To  consider,  first,  the  interest  of  the  subscriber. 

2.  To  subscribe  to  and  work  for  truth  and  honesty  in 
all  departments. 

3.  To  eliminate,  in  so  far  as  possible,  his  personal 
opinions  from  his  news  columns,  but  to  be  a  leader 
of  thought  in  his  editorial  columns,  and  to  make 
his  criticisms  constructive. 

4.  To  refuse  to  publish  ^'  puffs,"  free  reading  no- 
tices or  paid  "  write-ups  " ;  to  keep  his  reading  col- 
umns independent  of  advertising  considerations, 
and  to  measure  all  news  by  this  standard:  "  Is  it 
real  news?  " 

5.  To  decline  any  advertisement  which  has  a  tendency 
to  mislead  or  which  does  not  conform  to  business 
integrity. 

6.  To  solicit  subscriptions  and  advertising  solely  upon 
the  merits  of  the  publication. 

7.  To  supply  advertisers  with  full  information  re- 
garding character  and  extent  of  circulation,  includ- 
ing detailed  circulation  statements  subject  to 
proper  and  authentic  verification. 

8.  To  cooperate  with  all  organizations  and  individ- 
uals engaged  in  creative  advertising  work. 

9.  To  avoid  unfair  competition. 

10.  To  determine  what  is  the  highest  and  largest  func- 


ADVERTISING   ETHICS  I45 

tlon  of  the  field  which  he  serves,  and  then  to  strive 
in  every  legitimate  way  to  promote  that  function. 
W.  H.  Ukers,  a.  C.  Pearson, 

New  York.  NewYork. 

F.  D.  Porter,  A.  A.  Gray, 

Chicago.  Chicago. 

DIRECT   advertising 

Every  advertising  Manager  or  Business  Executive 
in  charge  of  merchandising  establishments,  also  every 
advertising  councilor  in  dealing  with  his  clients,  should 
dedicate  his  best  efforts  to  make  truthful,  direct  adver- 
tising an  efficient  aid  to  business  and  should  pledge  him- 
self: 

1.  To  study  carefully  his  proposition  and  his  field  to 
find  out  what  kind  of  advertising  applies.  The 
reason  for  every  advertising  failure  is  that  the  right 
kind  of  advertising  and  its  proper  application  for 
the  particular  product  and  market  were  not  used. 
The  only  forms  of  advertising  which  are  best  for 
any  purpose  are  those  which  produce  the  most 
profit. 

2.  To  bring  direct  advertising  to  the  attention  of  con- 
cerns who  have  never  realized  its  possibilities. 
Many  concerns  do  not  advertise  because  they  do  not 
know  that  advertising  can  be  started  at  small  ex- 
pense. They  confuse  advertising  with  expensive 
campaigns  and  hesitate  to  compete  with  others  al- 
ready doing  general  publicity. 

3.  To  determine  the  different  ways  in  which  direct  ad- 
vertising can  be  used  to  effectively  supplement  other 


146  ADVERTISING   AS   A    VOCATION 


^ 


forms  of  advertising  and  to  so  study  the  other 
forms  used  that  the  direct  advertising  may  become 
a  component  part  of  the  entire  pubhcity  plan. 

4.  To  study  the  special  advantages  of  direct  adver- 
tising such  as  individuality,  privacy  of  plan,  facility 
for  accompanying  with  the  advertisement  samples, 
postals,  return  envelopes,  inquiry  or  order  blanks, 
ability  to  reach  special  groups  or  places,  personal 
control  of  advertising  up  to  the  minute  of  mailing, 
and  other  recognized  advantages. 

5.  To  strengthen  the  bond  between  manufacturer  and 
dealer  by  encouraging  the  manufacturer  to  prepare 
direct  advertising  matter  for  the  dealer,  so  well 
printed  with  his  name,  address,  and  business  card 
as  to  make  him  glad  to  distribute  it,  providing  al- 
ways the  cost  of  special  imprinting  is  in  proportion 
to  the  benefits  to  be  derived. 

6.  To  take  advantage  of  the  opportunity  to  test  out 
letters  and  literature  on  a  portion  of  a  list  before 
sending  them  out  to  the  entire  list.  Wherever  it 
is  possible  for  an  advertiser  to  approximate  in  ad- 
vance his  returns  from  his  advertising  he  has  made 
his  advertising  more  efficient.  Direct  advertising 
makes  this  possible.  Testing  out  direct  advertis- 
ing campaigns  in  advance  does  much  to  remove 
the  element  of  chance. 

7.  To  consider  inquiries  as  valuable  only  as  they  can 
be  turned  into  sales.  An  inquiry  is  a  means  to 
an  end  —  not  an  end  in  itself.  The  disposition 
to  consider  cost  per  inquiry  instead  of  cost  per  sale 
has  led  many  a  firm  to  false  analysis. 


ADVERTISING    ETHICS  1 47 

8.  To  give  the  mailing  list  its  proper  importance. 
Many  advertisers  use  poorly  prepared  mailing  lists, 
which  are  compiled  in  a  careless,  haphazard  man- 
ner, and  never  take  the  trouble  to  check  them  up 
or  expand  them.  Mailing  lists  should  be  constantly 
revised.  Poor  lists  and  old  lists  cost  money  in  two 
ways;  one  by  missing  good  prospects  and  thereby 
losing  sales  and  the  other  by  money  spent  on  use- 
less names. 

9.  To  encourage  the  use  of  direct  advertising  as  an 
educational  factor  within  their  organizations  with 
sales  forces  and  dealers.  Many  concerns  have 
raised  their  standards  of  efficiency  through  the  use 
of  letters,  house  organs,  bulletins,  mailing  cards, 
folders,  etc. 

10.  To  champion  Direct  Advertising  in  the  right  way. 
General  Publicity  and  Direct  Advertising  are  two 
servants  of  business  and  each  has  its  place  and  its 
work  to  do.  No  form  of  advertising  should  ever 
attack  another  form  of  advertising  as  such. 

Homer  J.  Buckley,  O.  H.  Chamberlain, 

Chicago,  111.  Chicago,  111. 

DIRECTORIES 

The  publisher  of  a  directory  should  dedicate  his  best 
efforts  to  the  cause  of  Business  Uplift  and  Social  Serv- 
ice, and  to  this  end  should  pledge  himself: 

1.  To  consider,  first,  the  interests  of  the  user  of  the 
book. 

2.  To  subscribe  to  and  work  for  Truth,  Honesty,  and 
Accuracy  In  all  departments. 


148  ADVERTISING   AS  A   VOCATION 

3.  To  avoid  confusing  duplication  of  listings,  en- 
deavoring to  classify  every  concern  under  the  one 
heading  that  best  describes  it,  and  to  treat  addi- 
tional listings  as  advertising,  to  be  charged  for  at 
regular  rates. 

4.  To  increase  public  knowledge  of  what  directories 
contain;  to  study  public  needs  and  make  directories 
to  supply  them;  to  revise  and  standardize  methods 
and  classifications,  so  that  what  is  wanted  may  be 
most  easily  found,  and  the  directory  be  made  to 
serve  its  fullest  use  as  a  business  and  social  refer- 
ence book  and  director  of  Buyer  to  Seller. 

5.  To  decline  any  advertisement  which  has  a  tendency 
to  mislead  or  which  does  not  conform  to  business 
integrity. 

6.  To  solicit  subscriptions  and  advertising  solely  upon 
the  merits  of  the  publication. 

7.  To  avoid  misrepresentation  by  statement  or  infer- 
ence regarding  circulation,  placing  the  test  of  refer- 
ence publicity  upon  its  accessibility  to  seekers, 
rather  than  on  the  number  of  copies  sold. 

8.  To  cooperate  with  approved  organizations  and  in- 
dividuals engaged  in  creative  advertising  work. 

9.  To  avoid  unfair  competition. 

10.  To  determine  what  is  the  highest  and  largest  func- 
tion of  directories  in  public  service,  and  then  to 
strive  in  every  legitimate  way  to  promote  that  func- 
tion. 

Wilson  H.  Lee,  G.  De  W.  Marcy, 

New  Haven.  Boston. 


ADVERTISING   ETHICS  1 49 

GENERAL   ADVERTISERS 

Realizing  our  obligation  and  responsibility  to  the  pub- 
lic, to  the  seller  of  advertising  service,  the  advertising 
agent  and  our  own  organization,  we,  as  general  adver- 
tisers, pledge  ourselves  as  follows : 

1.  To  consider  the  interests  of  the  public  foremost, 
and  particularly  that  portion  thereof  which  we 
serve. 

2.  To  claim  no  more,  but  if  anything  a  little  less,  in 
our  advertising  than  we  can  deliver. 

3.  To  refrain  from  statements  in  our  advertising 
which,  through  actual  misrepresentation,  through 
ambiguity,  or  through  incompleteness,  are  likely  to 
be  misleading  to  the  public  or  unjust  to  competitors. 

4.  To  use  every  possible  means  not  only  In  our  own  in- 
dividual advertising,  but  by  association  and  co- 
operation, to  increase  the  public's  confidence  in  ad- 
vertised statements. 

5.  To  refrain  from  attacking  competitors  in  our  ad- 
vertising. 

6.  To  refrain  from  imposing  upon  the  seller  of  ad- 
vertising service  unjust,  unreasonable,  and  unnec- 
essarily irksome  requirements. 

7.  To  furnish  to  publishers,  when  requested,  technical 
Information  which  will  help  them  keep  reading 
pages  and  advertising  columns  free  from  misstate- 
ments. 

8.  To  refrain  from  and  discourage  deceptive  or  co- 
ercive methods  in  securing  free  advertising,  and  to 


150  ADVERTISING   AS   A   VOCATION 

do  everything  possible  to  aid  the  publisher  to  keep 
his  columns  free  and  independent. 
9.  To  require  standards  for  ourselves  equal  to  those 
we  set  for  others. 
O.  C.  Harn,  Harry  Tipper, 

New  York.  New  York. 

MAGAZINES 

We  believe  the  magazine  publisher  is  a  trustee  of  the 
millions  of  homes  whose  entertainment  and  cultivation 
he  strives  to  promote,  and  we  therefore  set  up  the  fol- 
lowing standards  in  the  light  and  obligation  of  his  trus- 
teeship : 

1.  We  commit  ourselves,  without  reservation,  to  the 
Truth  emblem  of  the  A.  A.  C.  of  W. 

2.  We  commit  ourselves  to  ceaseless  vigilance  to  see 
that  every  advertisement  we  publish  shall  measure 
up  to  that  Truth  emblem. 

3.  We  commit  ourselves  to  stand  at  all  times  for  clean 
and  wholesome  editorial  and  text  matter  and  free 
from  advertising  influence. 

4.  We  commit  ourselves  to  our  advertisers  and  agents 
to  maintain  an  absolute  uniformity  of  advertising 
rates. 

5.  We  commit  ourselves  to  definite  statements  and  to 
independent  audits  showing  the  quantity  and  dis- 
tribution of  our  circulation. 

6.  We  commit  ourselves  to  maintaining  the  highest 
standards  of  character  and  capacity  in  appointing 
advertising  agents. 

7.  We  commit  ourselves  to  continued  opposition  to 


ADVERTISING    ETHICS  15I 

free  press  bureaus  and  other  agents  for  free  pub- 
licity. 

8.  We  commit  ourselves  to  consider  all  matter  for  the 
publication  of  which  we  accept  payment  as  adver- 
tising matter,  and  to  so  mark  it  that  it  will  be 
known  as  such. 

9.  We  commit  ourselves  to  continue  to  give  our  con- 
stant attention  to  the  physical  presentation  of  ad- 
vertising, in  the  way  of  paper,  press  work,  and  gen- 
eral typographical  excellence  to  the  end  that  ad- 
vertising may  secure  its  highest  possible  efficiency. 

10.  We  commit  ourselves  to  fair  and  friendly  compe- 
tition both  toward  our  fellow  periodical  publishers 
and  toward  all  other  competitors  selling  legitimate 
advertising  of- whatever  form. 

11.  We  commit  ourselves  to* work  always  with  increas- 
ing zeal  to  do  everything  in  our  power  to  advance 
the  cause  of  advertising  as  the  great  modern  serv- 
ant of  the  business  world  and  of  the  general  pub- 
lic. 

Lee  W.  Maxwell,  H.  R.  Reed, 

New  York.  New  York. 

GENERAL  ADVERTISING  AGENTS 

Realizing  the  increased  responsibilities  of  the  gen- 
eral advertising  agent,  due  to  the  enlarged  scope  and 
requirements  of  modern  agency  service,  every  agent 
should  use  his  best  efforts  to  raise  the  general  Standards 
of  practice,  and  should  pledge  himself: 
I.  To  first  recognize  the  fact  that  advertising,  to  be 
efficient,  must  deserve  the  full  confidence  and  re- 


152  ADVERTISING   AS   A   VOCATION 

spect  of  the  public,  and,  therefore,  to  decline  to  give 
service  to  any  advertiser  whose  publicity  would 
bring  discredit  on  the  printed  word. 

2.  To  recognize  that  it  Is  bad  practice  to  unwarrant- 
ably disturb  the  relations  between  a  client  and  an 
agent  who  Is  faithfully  and  efficiently  serving  such 
client. 

3.  To  permit  no  lowering  of  maximum  service  through 
accepting  any  new  client  whose  business  Is  In  direct 
competition  with  that  of  a  present  client  without  the 
full  knowledge  of  both  parties. 

4.  To  avoid  unfair  competition,  resolve  to  carry  into 
practice  the  equitable  basis  of  '*  one-prlce-for-all  " 
and  determine  that  the  minimum  charge  for  service 
be  the  full  commission  allowed  to  recognized  agen- 
cies, and  that  no  rebates,  discounts,  or  variations  of 
any  kind  be  made,  except  those  regularly  allowed 
for  cash  payments,  and  such  special  discounts  as 
may  be  generally  announced  and  available  to  all. 

5.  To  conserve  advertising  expenditures  by  making 
Investigation  In  advance  of  all  conditions  surround- 
ing a  contemplated  campaign,  by  counseling  delay 
where  preliminary  work  must  first  be  accomplished, 
and  by  using  every  effort  to  establish  the  right  re- 
lation and  cooperation  between  advertising  and  sell- 
ing forces. 

6.  To  avoid,  in  the  preparation  of  copy,  exaggerated 
statements  and  to  discountenance  any  willful  mis- 
representation of  either  merchandise  or  values. 

7.  To  recommend  to  all  advertising  mediums  the 
maintenance  of  equable  and  uniform  rates  to  all 


ADVERTISING   ETHICS  1 53 

advertisers  alike  and  the  maintenance  of  uniform 
rates,  terms,  and  discounts  to  all  recognized  agents 
alike. 

8.  To  require  exact  information  as  to  the  volume  of 
circulation  of  any  medium  used  and  specific  detail 
as  to  the  distribution  of  this  circulation,  both  ter- 
ritorially and  as  to  class  of  readers.  In  figuring 
the  value  of  a  medium  to  regard  information  as  to 
the  method  of  obtaining  this  circulation  and  the  care 
in  auditing  this  circulation  as  an  essential  consid- 
eration in  estimating  its  worth. 

9.  To  discountenance  the  issuance  of  agency  house 
organs  soliciting  or  containing  paid  house  adver- 
tising from  owners  of  space. 

10.  To  ensure  continued  progress  toward  better  pro- 
fessional standards,  through  the  appointment  of  a 
Standard  of  Agency  Practice  Committee,  to  whom 
all  suggestions  shall  be  referred  during  the  coming 
year,  and  who  shall  report  their  recommendations 
at  the  next  annual  convention. 

11.  To  cooperate  heartily  with  each  division  of  adver- 
tising in  its  effort  to  establish  better  standards  of 
practice. 

W.  H.  Johns,  O.  H.  Blackman, 

New  York  City.  New  York  City. 

HOUSE   organs 

In  order  that  the  house  organ  shall  have  a  clear  field 
for  its  development  along  lines  of  efficient  and  prac- 
tical service  in  the  advertising  field,  the  following  Stan- 


154  ADVERTISING   AS   A    VOCATION 

dards  of  Practice  for  House  Organs  Is  respectfully  rec- 
ommended: 

1.  To  refuse  to  give  or  receive  advertisements  as 
favors  or  concessions,  but  only  for  a  valuable  con- 
sideration. 

2.  To  charge,  at  a  fair  and  profitable  rate,  for  all  cir- 
culation which  does  not  tend  toward  directly  carry- 
ing out  the  objects  and  purposes  for  which  the 
house  organ  Is  Issued. 

3.  To  decline  any  advertisement  which  has  a  tend- 
ency to  mislead  or  which  Is  not  otherwise  in  accord 
with  good  business  practices. 

4.  To  exchange  circulation  with  other  house  organ 
publishers,  with  the  Idea  and  purpose  of  Increasing 
the  effectiveness  of  house  organs  generally. 

5.  To  give  full  credit  to  those  to  whom  credit  is  justly 
due  for  all  subject  matter  taken  from  other  pub- 
lications. 

6.  To  promote  originality  In  the  make-up  and  read- 
ing matter  of  the  Individual  house  organ. 

7.  To  publish  nothing  but  the  truth. 

8.  To  promote  the  spirit  of  optimism,  thereby  mak- 
ing the  house  organ  always  a  message  of  good  cheer 
and  encouragement. 

9.  To  avoid  derogatory  references  to  all  competitors. 
10.  To  have  it  understood  and  declared  that  the  house 

organ  publisher  recognizes  the  rights  and  purposes 
of  the  respective  trade  publications,  and  that  the 
house  organ  is  not  to  supplant,  but  to  supplement 
the  trade  papers. 


advertising  ethics  155 

George  Walker,  Clifford  D.  Walker, 

St.  Louis.  Mount  Clemens,  Mich. 

NEWSPAPERS 

It  is  the  duty  of  the  newspaper: 

1.  To  protect  the  honest  advertiser  and  the  general 
newspaper  reader  as  far  as  possible  from  deceptive 
or  offensive  advertising. 

2.  To  sell  advertising  as  a  commodity  on  the  basis  of 
proven  circulation  and  the  service  the  paper  will 
render  the  manufacturer  or  the  merchant;  and  to 

.    provide  the  fullest  information  as  to  the  character 
of  such  circulation  and  how  procured. 

3.  To  maintain  uniform  rates,  according  to  classifica- 
tions, and  to  present  those  rates  as  far  as  possible 
in  a  uniform  card. 

4.  To  accept  no  advertising  which  is  antagonistic  to 
the  public  welfare. 

5.  To  effect  the  largest  possible  cooperation  with  other 
newspapers  in  the  same  field  for  the  establishment 
and  maintenance  of  these  standards. 

Allen  D.  Albert,  Minneapolis,  Minn. 
Lafayette  Young,  Des  Moines,  Iowa. 
RoBT.  J.  Virtue,  Chicago,  111. 
Edward  Bode,  Chicago,  III. 
Louis  Wiley,  New  York,  N.  Y. 
P.  M.  Walker,  Fort  Smith,  Ark. 
John  T.  Imrie,  Toronto,  Ontario. 

OUTDOOR   advertisers 

I.  Every  outdoor  advertising  plant  must  continue  to 


156  ADVERTISING   AS   A    VOCATION 

refuse  all  misleading,  indecent,  and  illegitimate  ad- 
vertising. 

2.  Every  outdoor  advertising  plant  should  refuse  all 
advertising  which  savors  of  personal  animosity,  as 
ours  is  strictly  an  advertising  medium. 

3.  All  advertising  contracts  should  be  started  on  date 
contracted  for. 

4.  Every  client  should  be  furnished  promptly  upon 
completion  of  his  display  with  a  Hst  showing  all  lo- 
cations, and  plant  owners  should  at  all  times  assist 
clients  to  check  displays. 

5.  Every  outdoor  advertising  plant  should  be  main- 
tained in  the  best  condition  possible,  both  from  the 
standpoint  of  appearance  and  stability. 

6.  All  locations  for  outdoor  display  should  be  selected 
where  the  traffic  is  such  that  it  ensures  the  best  cir- 
culations for  the  article  advertised. 

7.  Care  should  be  exercised  by  every  plant  owner  in 
the  selection  of  locations  so  as  not  to  cause  friction 
either  with  the  municipal  authorities  or  the  people 
of  the  neighborhood. 

8.  A  rule  of  one-rate-to-all  and  one  high-grade  class 
of  service  to  every  advertiser  must  be  rigidly  main- 
tained. 

9.  Every  effort  should  be  made  to  constantly  raise 
outdoor  advertising  copy  to  the  maximum  efficiency 
in  policy,  ideas,  and  execution. 

10.  Recognizing  the  great  power  of  our  medium,  we 
should  use  it  for  the  general  good  by  devoting  space 
to  matters  of  general  happiness  and  welfare. 

11.  We  believe  in  close  association  among  members  of 


ADVERTISING   ETHICS  1 57 

our  own  branch  of  advertising  to  the  end  that 
greater  efficiency  be  attained  through  the  inter- 
change of  ideas. 

12.  We  believe  in  hearty  cooperation  between  the  out- 
door advertising  interests  and  all  other  legitimate 
branches  of  publicity. 

13.  We  believe  in  the  solicitation  of  business  on  the 
basis  of  respect  for  the  value  of  all  other  good 
media. 

14.  We  believe  in  dissuading  the  would-be  advertiser 
from  starting  a  campaign,  when,  in  our  judgment, 
his  product,  his  facilities,  his  available  funds,  or 
some  other  factor,  makes  his  success  doubtful. 

O.  J.  GuDE,  E.  L.  Ruddy, 

New  York.  Toronto. 

PHOTO-ENGRAVERS 

The  photo-engraver,  realizing  the  importance  of  his 
calling  and  the  influence  his  products  wield  upon  hu- 
manity at  large  and  business  in  particular,  voluntarily 
sets  up  the  following  standards  to  serve  as  a  guide  in 
his  relations  with  the  public  and  pledges  himself  to  ob- 
serve them  faithfully: 

1.  Being  the  interpreter  of  art  and  the  manufacturer 
of  a  sales-producing  medium,  he  commits  himself 
unqualifiedly  to  truth. 

2.  To  cooperate  with  all  organizations  and  individ- 
uals engaged  in  uplifting  advertising  in  all  its 
branches. 

3.  To  remove  all  mystery  and  misrepresentation  sur- 
rounding his  craft  and  his  products,  and  to  at  all 


158  ADVERTISING   AS   A    VOCATION 

times  welcome  an  opportunity  to  explain  its  intri- 
cacies to  any  one  interested. 

4.  To  study  the  requirements  of  his  customer  and  to 
give  the  latter  the  benefit  of  his  expert  experience 
and  advice,  so  that  the  buyer  of  engravings  may 
consider  them  a  sound  investment  instead  of  an  ex- 
pense, and  profit  by  their  use. 

5.  To  serve  the  public  to  the  best  of  his  knowledge 
and  ability  for  a  fair  remuneration. 

6.  To  know  his  costs,  and  to  maintain  at  all  times  a 
standard  of  charges  that  will  honestly  cover  all 
costs  of  service  rendered  both  in  the  preliminary 
preparation  of  work  and  in  its  execution  and  to 
prohibit  all  gratuitous  service  or  delivery  of  value 
without  full  compensation. 

7.  To  stand  upon  the  fact  that  the  cost  for  making 
photo-engravings  is  the  same  for  one  buyer  as  for 
another,  and  that  he  who  buys  to  sell  again  should 
charge  his  customer  a  fee  for  the  value  of  the  serv- 
ice which  he  individually  renders. 

8.  To  avoid  the  making  of  false  promises  and  the 
disappointments  and  losses  connected  therewith, 
and  to  undertake  to  do  no  more  than  the  plant  is 
equipped  to  handle  efficiently. 

9.  To  educate  the  buyer  of  engravings  in  the  tech- 
nical knowledge  necessary  for  him  to  buy  them 
intelligently  and  to  bring  him  up  to  an  appreciation 
of  ''  Quality  "  in  engravings. 

10.  To  stand  ready  at  all  times  to  do  his  share  toward 
improving  not  only  his  own  product,  but  to  dis- 
seminate knowledge  concerning  its  proper  use,  to 


ADVERTISING   ETHICS  1 59 

raise  the  standard  of  advertising  from  the  purely 
materialistic  to  the  artistic  and  to  add  to  its  sales 
efficiency  by  all  means  within  his  power. 
Louis  Flader,  Geo.  Brigden, 

Chicago.  Toronto. 

PRINTING 

The  members  of  the  Department  of  Printing  and 
Engraving  of  the  Associated  Advertising  Clubs  of  the 
World  dedicate  their  best  efforts  to  business  uplift  and 
social  service  and  to  this  end  pledge  themselves: 

1.  To  give  full  value  for  every  dollar  received. 

2.  To  charge  fair  prices,  viz.,  known  cost  plus  a  rea- 
sonable profit. 

3.  To  subscribe  to  and  work  for  truth  and  honesty  In 
business;  to  avoid  substitution,  broken  promises, 
unbusinesslike  methods. 

4.  To  cooperate  In  establishing  and  maintaining  ap- 
proved business  ethics. 

5.  To  be  original  producers  and  creators,  not  copyists. 

6.  To  be  promotive,  looking  to  the  needs  of  the  cus- 
tomer, analyzing  his  requirements  and  devising  new 
and  effective  means  for  promoting  and  extending 
his  business. 

7.  To  place  emphasis  upon  quality  rather  than  price, 
service  to  the  customer  being  the  first  consideration. 

8.  To  merit  the  support  of  buyers  of  their  produce  by 
living  up  to  the  spirit  as  well  as  the  letter  of  these 
standards. 

9.  To  develop,  by  cooperation  with  other  departments 
of    the    Associated    Advertising    Clubs,    an    ever- 


l6o  ADVERTISING   AS   A   VOCATION 

Strengthening  bond  of  union  to  the  end  that  the 
service  rendered  to  advertising  by  the  graphic  arts 
may  achieve  its  highest  efficiency. 

10.  To  aid  in  securing  just  and  harmonious  relations 
between  employer  and  employed  by  establishing 
honorable  conditions  of  employment. 

Henry  D.  Porter,  T.  E.  D.  Donnelly, 

Boston.  Chicago. 

RELIGIOUS   PUBLICATIONS 

Standards  of  Practice  apply  equally  to  all  classes  of 
publishers,  whether  they  issue  religious  or  secular  jour- 
nals; but  they  apply  in  a  very  peculiar  sense  to  those 
who  publish  religious  papers  and  who  should  stand  for 
the  highest  possible  ethics ;  therefore : 

1.  We  beheve  in  truth  in  the  printed  word. 

2.  We  believe  that  religion  is  the  most  vital  force 
in  the  world  and  that  the  religious  publications 
should  conduct  their  affairs  with  a  scrupulous  de- 
sire to  measure  up  to  the  standards  which  religion 
prescribes. 

3.  We  believe  that  the  religious  paper  should  be  faith- 
ful to  its  conviction  and  not  allow  business  ex- 
pediency to  swerve  it  from  its  purpose. 

4.  We  believe  that  religious  publications  should  be 
kept  up  to  date,  editorially  and  typographically, 
and  sold  on  their  merits. 

5.  We  believe  in  eliminating  personal  opinions  in  the 
news  columns;  in  being  a  leader  of  thought  in  the 
editorial  columns,  that  criticism  should  be  construc- 
tive. 


ADVERTISING   ETHICS  l6l 

6.  We  believe  that  unreliable  or  questionable  adver- 
tising has  no  place  in  religious  publications. 

7.  We  believe  advertisers  and  advertising  agents 
should  be  furnished  with  a  verifiable  statement  of 
circulation. 

8.  We  believe  in  discouraging  the  "  Me  too  "  form 
of  advertising  solicitation;  every  publication  should 

stand  on  its  own  merits. 

9.  We  believe  in  lending  a  hand  with  all  other  or- 
ganizations and  individuals  engaged  in  the  move- 
ment of  business  integrity. 

10.  We  believe  in  service  —  service  to  God,  service  to 
mankind  —  and   that   the   religious   publication   is 
under  obligation  to  encourage  all  movements  for 
a  better  mutual  understanding  among  men. 
Walter  J.  McIndoe,  Charles  Stelzle, 

New  York.  New  York. 

Samuel  Reis,  Boston. 

RETAILERS 

Believing  that  the  measure  of  any  business  success  de- 
pends largely  upon  the  good  will  of  the  public  and  the 
loyalty  of  one's  employees,  each  head  of  a  retail  enter- 
prise will  dedicate  his  best  efforts: 

1.  To  demonstrate  to  those  about  him  the  power  of 
the  plain  straight  truth. 

2.  To  educate  his  employees  in  ways  of  courtesy  and 
politeness  toward  his  customers. 

3.  To  realize  that  the  interests  of  his  customers  are 
his  own. 

4.  To  permit  no  misrepresentations  on  the  part  of 


1 62  ADVERTISING   AS   A   VOCATION 

his  employees  or  in  his  advertising,  knowing  that 
the  pubhc  confidence  he  cherishes  is  certain  to  be 
undermined  by  the  careless  statements  of  sales- 
persons and  misleading  advertisements. 

5.  To  strike  out  from  his  advertising  and  his  business 
all  comparative  phrases  regarding  value  unless 
they  refer  to  his  own  present  prices  or  identical 
qualities  or  his  own  former  prices  of  the  current 
season. 

6.  To  obtain  from  each  newspaper  with  which  he  con- 
tracts evidence  of  the  number  of  its  subscribers, 
based  upon  the  number  of  copies  sold,  their  general 
character  and  how  this  circulation  was  secured  — 
whether  by  voluntary  subscription,  by  solicitation, 
or  by  premium  schemes  of  any  kind. 

7.  To  insist  that  his  advertising  finds  good  association 
in  the  "  make-up  "  of  the  newspapers  he  patronizes, 
at  least  removed  from  any  announcements  that 
are  offensive  to  good  taste  or  of  a  debasing  nature. 

8.  To  urge  upon  these  newspapers  the  good  that  will 
accrue  to  them,  to  their  advertisers,  and  to  the 
community  at  large  through  rejecting  advertise- 
ments containing  "  objectionable  copy,"  advertising 
emanating  from  quacks,  schemers,  and  fake  con- 
cerns of  any  kind  whatsoever,  and  especially 
through  advertisements  of  irresponsible,  itinerant 
merchants  who  victimize  the  credulous  and  depart 
in  time  to  escape  responsibility. 

9.  To  endeavor  in  a  spirit  of  cooperation  with  his 
business  associates  and  those  who  form  the  business 
community  in  which  he  is  engaged  to  raise  in  all 


ADVERTISING   ETHICS  1 63 

ways  the  standard  of  business  In  his  locality  and 
especially  the  standard  of  Its  advertising. 

10.  And  to  act  In  all  matters  so  as  to  give  to  his  com- 
munity the  coinage  of  straightforward,  business 
manhood,  that  his  employees  may  mold  themselves 
In  his  pattern  and  reflecting  their  employer's  per- 
sonality, do  honor  to  him  and  credit  to  themselves. 

President:  Secretary-Treasurer: 

Irving  R.  Parsons,  Cyrus  P.  Barnham, 

Chicago.  Minneapolis. 

specialty  advertising  manufacturers 

The  members  of  the  Specialty  Advertising  Depart- 
ment of  the  Associated  Advertising  Clubs  of  the  World, 
recognizing  the  sense  of  personal  responsibility  and 
cooperation  as  to  the  spirit  of  the  times,  subscribe,  in 
the  following  Standards  of  Practice,  to  their  obliga- 
tions to  each  other,  to  the  people  In  their  employ,  to 
the  advertiser  who  uses  their  goods,  and  to  the  great 
consuming  public. 

1.  We  recognize  that  with  the  rapid  advance  being 
made  in  the  appraisal  of  the  value  of  the  advertis- 
ing mediums,  that  the  interests  of  the  user  and  the 
maker  of  specialties  are  Identical.  It  is,  there- 
fore, our  aim  to  so  study  the  needs  of  the  advertiser 
that  we  shall  not  simply  make  goods  for  him,  but 
shall  render  to  him  a  valuable  service. 

2.  We  each  pledge  ourselves  at  all  times  to  avoid 
effort  to  secure  from  buyer  or  seller  a  contract  for 
either  merchandise  or  service  that  shall  invalidate 
a  similar  contract  then  in  force. 


164  ADVERTISING   AS   A    VOCATION 

3.  We  pledge  ourselves  to  carefully  observe  the  rights 
of  each  other  in  original  ideas,  models,  and 
sketches,  proposed  for  specialties,  whether  these 
rights  are  safeguarded  by  law  or  not. 

4.  We  pledge  ourselves  to  reject  all  copies  submitted 
for  use  on  specialties  which  offend  truth,  decency, 
or  propriety,  so  that  when  an  advertiser  is  justly 
barred  from  the  use  of  other  mediums  he  cannot 
so  advertise  by  means  of  our  product. 

5.  Inasmuch  as  most  advertising  specialties  are  made 
to  order,  we  pledge  ourselves  to  employ  salesmen 
only  who  adhere  to  truth  and  to  moderation  in  pre- 
senting claims  for  our  goods,  thus  avoiding  any 
suspicion  of  misrepresentation,  and  furthermore, 
we  shall  insist  that  every  order  shall  be  made  in 
the  factory  to  conform  exactly  to  sample  both  in 
material  and  workmanship. 

6.  We  pledge  ourselves,  in  the  interest  of  both  the 
salesman  and  buyer  of  advertising,  to  promote  in 
every  way  possible  the  conviction  that  common  in- 
terest of  all  concerned  rests  upon  uniform  prices 
and  quality,  and  upon  rendering  the  same  service 
under  similar  conditions  to  all  users  of  specialties. 

7.  We  pledge  ourselves  to  maintain  proper  factory 
conditions,  and  to  consider  and  conserve  the  physi- 
cal and  moral  welfare  of  our  employees.  It  is  our 
desire  not  simply  to  follow  in  this  work,  but  to 
place  each  factory  devoted  to  the  making  of  adver- 
tising specialties  in  the  front  rank  of  enlightened 
progress. 

8.  We,  each,  pledge  ourselves  to  the  adoption  as  soon 


ADVERTISING   ETHICS  1 65 

as  may  be  possible  of  a  comprehensive  factory  and 
sales  cost  system  to  the  end  that  capricious  and 
senseless  variations  and  changes  in  price  may  be 
eliminated  in  the  interest  of  fair  trade  and  the 
protection  of  the  advertiser. 
9.  Finally,  we  pledge  ourselves  to  hearty  cooperation 
with  all  other  responsible  mediums,  with  every  or- 
ganization and  every  movement  of  whatever  kind, 
looking  to  the  real  betterment  of  the  advertising 
business,  because  it  is  only  by  broad  cooperation 
and  understanding  that  the  best  service  can  be  ren- 
dered to  the  consuming  public  by  whom  we  are  sup- 
ported, and  for  whose  benefit  the  business  of  adver- 
tising exists. 

Charles  Q.  Peterson,      Theodore  R.  Gerlach, 

Chicago.  Joliet,  111. 

Lewellyn  E.  Pratt,       Henry  B.  Hardenburg, 
New  York  City.  Brooklyn. 


BIBLIOGRAPHY 

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Allen,  Frederick  J.     Business  Employments.     Ginn  and  Com- 
pany, Boston,  19 1 6. 

Bunting,     Henry     S.     Specialty    Advertising.     The    Novelty 
News  Press,  Chicago,  19 13. 

The   Elementary   Laws   of   Advertising   and    How   to 

Use  Them.     The  Novelty  News  Press,  Chicago,  19 13. 

Calkins,    Earnest    Elmo.     The   Business   of   Advertising.     D. 
Appleton  and  Company,  New  York,  19 15. 

Calkins,  Earnest  Elmo,  and  Holden,  Ralph.     Modern  Adver- 
tising.    D.  Appleton  and  Company,  New  York,  1907. 

Casson,  Herbert  Newton.     Ads  and  Sales.     A.  C.  McClurg 
and  Company,  Chicago,  191 1. 

Chapman,    Clowry.     The    Law    of    Advertising    and    Sales. 
Clowry  Chapman,  Publisher,  Denver,  1908. 

Chasroff,  Joseph  E.     Selling  Newspaper  Space.     The  Ronald 
Press  Company,  New  York,  19 13. 

Cherington,    Paul   Terry.     Advertising   as   a   Business   Force. 
Doubleday,  Page,  and  Company,  New  York,  1913. 

The  First  Advertising  Book.     Doubleday,   Page,   and 

Company,   for   the   Associated   Advertising   Clubs  of   the 
World,  New  York,  19 16. 

Clifford,  William  G.     Building  your  Business  by  Mail.     Busi- 
ness Research  Publishing  Company,  Chicago,  1914. 

Coleman,   Edgar  W.     Advertising  Development.     Edgar  W. 
Coleman,  Milwaukee,  Wis.,  1909. 

Daly,  John  J.     The  Window  Dresser.     Bookseller  and  News- 
man, New  York,  1899. 

Duce,   Herbert  Cecil.     Poster  Advertising.     Poster  Advertis- 
ing Association,  Chicago,  1912. 
167 


l68  ADVERTISING   AS   A   VOCATION 

Freeman,  William  C.  One  Hundred  Advertising  Talks  (Se- 
lected and  Arranged  by  George  French).  The  Winthrop 
Press,  New  York,  19 12. 

French,  George.  Advertising:  The  Social  and  Economic 
Problem.     The  Ronald  Press,  New  York,  191 5. 

Building    an    Advertisement.     Doubleday,    Page,    and 

Company,  New  York. 

How  to  Advertise.     Doubleday,  Page,  and  Company, 


New  York,  19 16. 

Gardner,  Edward  Hall.  Effective  Business  Letters.  The 
Ronald  Press  Company,  New  York,  191 7. 

Hall,  S.  Roland.  Writing  an  Advertisement.  Houghton 
Mifflin  Company,  Boston,  19 15. 

Harrington,  H.  F.,  and  Frankenberg,  T.  T.  Essentials  In 
Journalism.     Ginn  and  Company,  Boston,  19 12. 

Hawkins,  G.  H.  E.  Newspaper  Advertising.  Advertisers' 
Publishing  Company,  Chicago,  191 4. 

Poster   Advertising.     G.    H.    E.    Hawkins,    Chicago, 

1 9 10. 

Hess,  Herbert  W.  Productive  Advertising.  J.  B.  Lipplncott 
Company,  Philadelphia,  19 16. 

Hollingworth,  Harry  L.  Advertising  and  Selling.  D.  Apple- 
ton  and  Company,  New  York,  19 16. 

Hoover,  Simon  Robert.  The  Science  and  Art  of  Salesman- 
ship.    The  Macmillan  Company,  New  York,  19 16. 

Hotchkin,  U.  R.  The  Manual  of  Successful  Storekeeping. 
Doubleday,  Page,  and  Company,  for  The  Associated  Ad- 
vertising Clubs  of  the  World,  New  York,  191 7. 

Hurley,  Edward  N.  Awakening  of  Business.  Doubleday, 
Page,  and  Company,  for  The  Associated  Advertising 
Clubs  of  the  World,  New  York,  191 6. 

Lee,  Gerald  Stanley.  "We."  Associated  Advertising  Clubs 
of  the  World,  New  York,  191 7. 

Mahin,  John  Lee.  Advertising-Selling  the  Consumer.  John 
Lee  Mahin,  New  York,  19 14. 

Moody,  Walter  D.  Men  Who  Sell  Things.  A.  C.  Mc- 
Clurg  and  Company,  Chicago,  1915. 


BIBLIOGRAPHY  1 69 

Neystrom,  Paul  H.  Retail  Selling  and  Store  Management. 
D.  Appleton  and  Company,  New  York,  19 16. 

Opdycke,  John  Baker.  News,  Ads,  and  Sales.  The  Mac- 
millan  Company,  New  York,  19 16. 

Oswald,  John  Clyde.  Benjamin  Franklin,  Printer.  Associ- 
ated Advertising  Clubs  of  the  World,  New  York,  19 17. 

Rogers,  Edward  S.  Good  Will,  Trade  Marks,  and  Unfair 
Trading.  A.  W.  Shaw  Company,  Chicago  and  New 
York,  19 14. 

Scott,  Walter  Dill.  The  Theory  of  Advertising.  Small, 
Maynard,  and  Company,  Boston,  1903. 

The    Psychology    of    Advertising.     Small,    Maynard, 

and  Company,  Boston,  191 7. 

Seitz,  Don  C.  Training  for  the  Newspaper  Trade.  J.  B. 
Lippincott  Company,   Philadelphia,   1916. 

Shryer,  William  A.  Analytical  Advertising.  Business  Serv- 
ice Corporation,  Detroit,  191 2. 

Starch,  Daniel.  Advertising:  Its  Principles,  Practice,  and 
Technique.  Scott,  Foresman,  and  Company,  Chicago 
and  New  York,  19 14. 

Tipper,  Harry.  The  New  Business.  Doubleday,  Page,  and 
Company,  for  the  Associated  Advertising  Clubs  of  the 
World,  New  York,  1914. 

Tipper,  Harry,  Hollingworth,  Harry  L.,  Hotchkiss,  George 
Burton,  and  Parsons,  Frank  Alvah.  Advertising:  Its 
Principles  and  Practice.     The  Ronald  Press,  New  York, 

1917. 

Wadsworth,  Gerald  B.  Principles  and  Practice  of  Advertis- 
ing.    G.  B.  Wadsworth,  New  York,  19 13. 

Effective  Magazine  Advertising  (508  Essays).  Edited  by 
Francis  Bellemy.     Mitchell  Kennerley,  New  York,   1909. 

Golden  Book  of  the  Wanamaker  Stores.  John  Wanamaker, 
Philadelphia  and  New  York,  191 1. 

How  to  Dress  a  Store  Window.  The  Boot  and  Shoe  Re- 
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170  ADVERTISING   AS   A    VOCATION 

Sales  Promotion  by  Mail.  (Ten  Chapters  Edited  by  Ten 
Advertising  Men.)  G.  P.  Putnam's  Sons,  New  York, 
1916. 

Selling  Forces.  The  Curtis  Publishing  Company,  Philadel- 
phia, 1913- 

The  Advertisers'  Cyclopedia.  Brains  Corporation,  Scranton, 
Pa.,  1909. 

The  Business  Man's  Library,  Vol.  7,  Advertising.  The  Sys- 
tem Company,  Chicago,  1908. 

Who's  Who  in  Advertising.  Business  Service  Corporation, 
Detroit,  19 16. 

Advertising    Publications,    The    Curtis    Publishing   Company, 
Philadelphia. 
Proofs,  19 16. 

Two  Color  Advertising,  191 7. 
Two  Pages  Facing,  191 6. 
Where  Opportunity  is  Great,  19 16. 
Additional  references  of  value  are  contained  in  the  follow- 
ing bibliographies: 

A  Business  Library,  Appendix  D  in  The  Business  of  Adver- 
tising.    Calkins. 

Bibliography  in  The  Psychology  of  Advertising.     Scott. 

Bibliography  in  Business  Employments.     Allen. 

Sixteen  Hundred  Business  Books.  John  Cotton  Dana,  Free 
Public  Library,  Newark,  N.  J.,  191 7. 

JOURNALS  OF  ADVERTISING 

From  American  Newspaper  Annual  and  Directory  for  1918. 

ILLINOIS  ^.        ,     .       , 

Circulation  ^ 

Advertising  Age  and  Mail  Order  Journal   (monthly), 

Chicago 5j300 

Bulletin  (mo.) ,  Chicago 

Class  (mo.) ,  Chicago 5,000 

Novelty  News  (mo.) ,  Chicago 8,600 

Poster  (mo.),  Chicago 

1  Not  ascertained  in  all  cases. 


BIBLIOGRAPHY  I7I 

INDIANA 

Associated  Advertising  (mo.)  (Organ  of  the  Associated 
Advertising  Clubs  of  the  World),  Indianapolis, 
A.  B.  C.  Statement 14,787 

MASSACHUSETTS 

Postage,  Magazine  of  Direct  Advertising  (mo.),  Mail 

Advtg.,  Haverhill ., 2,000 

NEW   YORK 

Mail  Order  News  (mo.) ,  Newburgh 

Advertising  and  Selling  with  Advertising  News,  New 

York    

Advertising  Club  News,  New  York 

Editor  and  Publisher,  New  York,  A.  B.  C.  Statement     2,436 

Electric  Sign  Journal  (mo.).  New  York 

Fourth  Estate,  New  York 

Independent  Advertising   (mo.),  New  York 

M.  A.  C.  (Modern  Art  Collector)   (mo.).  New  York     2,000 

Newspaperdom    (s-mo.) ,  New  York   

Printers'  Ink,  New  York,  A.  B.  C.  Statement 13,280 

OHIO 

Signs  of  the  Times  (mo.),  Outdoor  Advtg.,  Cincinnati 

Mailbag  (mo.),  Direct  Mail  Advt.,  Cleveland 

Up-To-Date    Distributor     (mo.).     House    to     House 

Advtg.,  Cleveland 1,600 

Advertising  World  (mo.),  Columbus 2,000 

Exclusive  Distributor  (mo.),  Columbus i,iOO 

ONTARIO 

Marketing  and  Business  Advertising  (mo.),  Toronto. .     2,000 


172  ADVERTISING   AS   A    VOCATION 

LIST  OF  ARTICLES  THAT  HAVE  APPEARED 
IN  PRINTERS'  INK  REGARDING  ADVER- 
TISING AS  A  VOCATION 

The  following  list  of  articles,  relating  to  advertising  as  a 
vocation,  was  prepared  expressly  for  the  study  embodied  in  the 
present  volume  by  the  Research  Department  of  Printers'  Ink, 
a  leading  advertising  periodical: 

How  a  College  Advertising 
Course  May  Help.  H.  H. 
Franklin.  Page  70,  Jan.  27,   1916 

What  a  Young  Man  Should 
Know  Who  Goes  Into  Adver- 
tising. J.  B.  Powell,  Instructor 
in  Advertising,  University  of 
Missouri.  Page  45,  Jan.   13,   1916 

Advertising      Course       Increases 

Men's  Efficiency.  Page  121,  Nov.  25,  19 15 

Prof.  Munsterberg  Attempts  to 
Apply  Psychology  to  Advertis- 
ing. Page  25,  Oct.  21,   1915 

Advertising  as  Business  Insur- 
ance.    (Editorial.)  Page  92,  Aug.  19,  19 15 

Qualities  that  Make  Successful 
Advertisers.  Edward  Mott 
Wooley.  Page  3,  July  i5,  191 5 

How  Shall  Teachers  of  Advertis- 
ing Be  Guided?  Ralph  Starr 
Butler,  University  of  Wiscon- 
sin. Page  III,  June  24,  19 15 

"  Uncle  "  Henry  Wilson's  Advice 
to  Young  Solicitors.  Henry 
D.  Wilson,  Managing  Director 
International  Magazine  Co.  Page  83,  June  24,  191 5 

The      "  Age      of      Advertising." 

(Editorial.)  Page  102,  May  27,  19 15 


ARTICLES    IN    PRINTERS     INK  I73 

Value  of  Advertising  is  Value  of 
the  Man  Behind  It.  W.  L. 
Saunders,  Chairman  of  Board, 
Ingersoll-Rand  Co.  Page  76,  April  15,  1915 

Taking      Advertising      Seriously. 

(Editorial.)  Page  87,  March  4,  1915 

Why  Study  Advertising?  Letter 
from  W.  A.  Hart,  Adv.  Dept., 
Burroughs  Adding  Machine  Co.      Page  12,  Feb.  25,  191 5 

The  Way  to  Better  Advertising. 
F.  H.  Little,  2nd  V.-Pres.,  Geo. 
Batten  Co.  Page  10,  Dec.  10,  1914 

How  Advertising  Is  Being  Taught. 

J.  B.  Powell.  Page  54,  Nov.  6,  1913 

On  Psychology  as  Part  of  an  Ad- 
vertising Course.  C.  L.  Ben- 
jamin. Page  140,  Jan.  23,  19 13 

Efficiency  Movement  as  it  Affects 

Advertising.     H.  F.  J.   Porter.      Page  24,  Sept.  19,  19 1 2 

Advertising  as  a  University  Sub- 
ject. Letter  from  M.  A. 
Spaulding.  Page  18,  June  20,  1912 

The     Teaching     of     Advertising. 

S.  R.  Prosser.  Page  28,  July  13,  191 1 

Advertising's  Accomplishments  vs. 
Its  Possibilities.  W.  S.  Cor- 
man  of  N.  W.  Ayer  &  Son.  Page  47,  Feb.  23,   191 1 

Is  Advertising  a  Business  or  a 
Profession?  A.  C.  Carruthers 
of  National  Meter  Co.  Page  40,  Feb.   i6,   191 1 

The  Literary  Aspect  of  Advertis- 
ing.    Elbert  Hubbard.  Page  90,  Sept.  8,  1910 

How   Much   Art   and   Science   in 

Advertising?     (Editorial.)  Page  68,  April  20,  1910 

Advertising's  Part  in  Business 
Achievement.  O.  J.  Gude, 
President  O.  J.  Gude  Co.  Page  140,  Jan.   19,   19 10 

What  Good  Advertising  Means.        Page  20,  June  2,  1909 


INDEX 


Advertising,  definition,  4,  5;  the 
old  conception  of,  i ;  a  service 
to  the  public,  2 ;  the  age  of,  4 ; 
campaign,  4;  English  news- 
paper, 8;  a  tax  upon,  9;  Amer- 
ican periodical,  9;  national,  10, 
18;  money  expended  in,  11-13, 
34»  35>  65;  mediums  of,  15,  26- 
28 ;  possibilities  of  country,  20, 
21;  novelties,  26,  106;  of  re- 
tail store,  29,  30;  material  sup- 
plied by  the  manufacturer,  50; 
by  the  manufacturer,  58;  rela- 
tion of,  to  the  manufacturer, 
59;  positions  in,  in  manufactur- 
ing company,  61,  62;  two  fields 
in  manufacture,  63-65;  classi- 
fied, 66;  local  and  foreign,  67; 
special  forms  of,  103-118;  qual- 
ities necessary  for  success  in, 
119-121;  qualities  required  in 
the  routine  positions,  i2i,  122; 
training  for,  122-128;  educa- 
tional requirements  for  work, 
124;  typical  courses  in,  124, 
125 ;  women  in,  136 

Advertising  agency,  the,  63,  88; 
natural  features  of,  91,  92; 
staff,  94 

Advertising    agent,    10,    88,    151- 

Advertising  clubs,   136-138 
Advertising  counselor,   117,  n8 
Advertising     courses     in     United 

States  universities,  127 
Advertising   director,   83 
Advertising    ethics,    141-165 
Advertising  guarantee,   a   typical, 

84,  85^ 
Advertising    manager,   4,    10,    32, 

39,    63;    statement   by,    60,    61; 

of    a    paper,    72-74;    qualifica- 

175 


tions  of,  128-130;  assistant,  41 
Advertising       service       for       the 

dealer,  64 
Advertising    work,     earnings    in, 
130-134;     promotion     in,     133- 
135;   employment  conditions  in, 
135.  136;  women  in,  136 
Advertising  workers,  three  essen- 
tial divisions  of,  122 
Agricultural  advertising,  104,  106 
Agricultural      publications,      140, 

American  Association  of  Adver- 
tising Agencies,  the,  137 

American  Nenxispaper  Publishers' 
Association,  13,  137 

Appel,  John   H.,  44 

Art  manager,  the,  98 

Artist,  the,  43,  49 

Associated  Advertising  Clubs  of 
the    IVorld,   the,    125-127,    137, 

'39,  141 

Association  of  Advertising 
Agents,  the,  137 

Association  of  National  Advertis- 
ers, the,  137 

Association  of  Nenv  York  Adver- 
tising Agents,  platform  of,  99- 
102 

Audit  Bureau  of  Circulations, 
the,  137 

Automobile,  11 

Billboard,  the,  25,  26 

Bill  posting,  13 

Boston  Nevus  Letter,  9 

Bulletin,  25 

Bureau    of    Advertising,    Fourth 

Annual  Report  of,  13 
Business  papers,  144 

Calendars,  106 


176 


INDEX 


Calkins,  Earnest  Elmo,  15,  59,  96, 
126 

Carpenter,  49 

Catalogs,  37,  64 

"  Catch-phrase,"  27 

Census,  the,  12,  16 

Circulars,  37,  64 

Civil  War,  the,  9,  10 

Classified   advertising,   66 

Classified  desk  man,  the,  77,  78 

Clerk,  the,  43;  filing,  55;  in  news- 
paper advertising,  79 

Community   advertising,    115,    116 

Copy  writer,  the,  41,  42,  47 

Correspondent,  the,  54 

Cosmopolitan,   18 

Country  Weekly,  the,  19-21 

Crier,  the  public,  5 

Daily  C  our  ant,  9 

Designers,  109 

Diaries,  106 

Direct  advertising,  145-147 

Directory  advertising,  109-111; 
first  printed  in  Boston,  109; 
street,  no 

Directories,  26,  147,  148 

Display  advertising,  67 

Display  department,  the,  45-49; 
positions  in,  46,  47 

Display  manager,  46,  47;  assist- 
ant, 46,  47 

District  of  Columbia,  the,  138 

Division  manager,  the,  87 

Duce,  Herbert  Cecil,  103 

Editorial  advertising  writer,  84 
Electrotypes,   64 
Emblematic  figure,  the,  28 

Financial  advertising,  H2,  113 
Ford,  Harry  W.,  128 

General  advertisers,  149 

Handbills,   37 

Handwriting,     announcement    by, 

6 
Harper's  Monthly  Magazine,  18 
Hawkins,  G.  H.  E.,  7 


House  organs,  153,  154 
Houston,  Herbert  F.,  139 

Interior    display,    46;    decorator, 
48 

Kodak,  the,  11 

Laws    against    fraudulent    adver- 
tising, 138,  139 
Layout  man,  the,  98 
Leaflets,  37 
Leather  goods,  106 
Legal   adviser  in  advertising,  n8 
Letter  marker,  the,  55 
Lettering,  114 
London  Gazette,  8 

Magazine  advertising,  80,  81,  150, 
151;   divisions  of,  81,  82;   posi- 
tions in,  83;  rates,  85,  86;  for- 
eign,   86 ;    positions    in    foreign, 
87 ;  in  case  of  lesser  periodical 
mediums,  88 
Magazines,  the,  17-19,  66 
Mail    order    business,    two    kinds 
of,  51;  features  of,  51-53;  posi- 
tions   in,    53-56;    manager,    53, 
54;    assistant,    54;    summary   of 
divisions  of,  56,  57 
Mail  order  paper,  the,  22 
Mailing  matter,  department  store, 

Managing  editor,  74 
Marcy,  Charles  D'W.,  no 
McVey,  Hugh,  20 
Memorandum  books,   106 
Messenger,  the,  56 
Miscellaneous  specialties,  106,  107 
Motion    picture    advertising,    in, 
112;  publicity  adviser,  112 

National  Ad'vertising  Commission, 

the,  137 
New  England,  24 
Nenu    York  Independent   Gazette, 

9 
Newspaper,  the,  16;  metropolitan 
daily,  17;  kinds  of  advertising, 
66,  67 ;  revenue,  68 ;   rates,  68- 


INDEX 


177 


71;  organization  in,  71,  72; 
positions  in  advertising  depart- 
ment, 72,  73 ;  advertising  solici- 
tor, 75,  76;   ethics,  155-157 

Office  boy,  the,  43,   79 
Office  man,  the,  49 
Official  puljlication,  the,  22 
Outlook,  the,  1 8 

Patent  medicines,  11,  20 
Pennsylvania  Packet,  9 
Periodical  Publishers'  Association, 

the,  137 
Periodicals,     number     of     in    the 

United  States,  16,  19 
Personal  articles,  106 
Photo-engravers,   157,   158 
Plan  man,  the,  95,  96 
Pocket-books,  106 
Poster,  the,  25,  49 
Poster,  the,  108 
Poster  advertising,    108 
Poster     Advertising     Association, 

108 
Posters,  25,  37 

Post  Office  Department,  the,  138 
Practical  Retail  Advertising,  34 
Press,  the  periodical,  i,  10,  66 
Printers'  Ink,  138,   172 
Printing,    the    invention    of,    6-8; 

advertising,  in;  ethics,  159 
Publicity,  see  advertising 
Publicity  designer,   114,  115 
Publicit>  manager,  39 
Public  service  advertising,  n6 
Publishers'  Association  Blue  Book, 

the,  86 

Railway,  the,  10 

Rate  man,  the,  97 

"  Ready-prints,"   19 

Religious  paper,  the,  21 

Religious  publications,  160,  161 

Restaurant,  37 

Retail  advertising,  importance  of, 
30,  31;  policies  and  plans  of, 
31-33;  amount  of  money  to  be 
expended  in,  35;  apportionment 
of  money,  34,  35;  natural  divi- 


sions   of,    36,    37;    newspaper, 

38,  39;  positions  in  newspaper, 

39,  40;  constructing,  43-45 
Retail  store,  29,  30 
Retailers,  161 

Revienv  of  Revievus,  18 
Revolution,  the,  9,  109 

Salesman,  traveling,  10,  28;  spe- 
cialty, 107 ;   poster,  109 

Sales  manager,  39,  46 

Samples,  28,  37 

Sample  rate  cards,  69-71 

Saturday  Evening  Post,  the,  18 

School  and  college  publications, 
26 

School  bags,  107 

Science  and  invention,  10 

Seasons,  32 

Secretary,  the,  41,  47 

Service  man,  the,  88 

Shopper,  the  store,  39,  55 

Sign,  the  early  shopkeepers,  6; 
painted  and  electric,  25 ;  dis- 
play, 106;  painting,  114 

Sign  man,  49 

Solicitor,  the  newspaper  advertis- 
ing»  75;  financial,  76;  automo- 
bile, 76;  mercantile,  76;  indoor, 
77;  foreign,  78,  79;  agency,  96, 
97 ;  poster,  109 

Specialty  advertising,  106,  107; 
manufacturers,  163-165 

St.  Nicholas,   19 

"  Standards   of   Practice,"    141 

Stenographer,  the,  43,  49 

Store  display,  46 

Store  superintendent,  the,  46 

Street  car  advertising,  107 

Street  cars,  23-25 

Street  Railways  Advertising 
Company  of  New  York,  the,  24 

Successful  Farming,  20 

Style  expert,  the,  50 

Territorial  manager,  the,  87 
Theater  program,  the,  26 
Theatrical  advertising,  116,  117 
Trade-mark,  6,  27 


I 78  INDEX 

Trade  paper,  the,  23,  88  World   Almanac   and   Encyclope- 
dia, the,  no 
Wanamaker,  John,  37,  38 
Wanamaker's    Store,    New    York, 

44  Young   Men's    Christian   Associa- 

Window   display,  27;   decoration,  tion  schools,   125 

37-46,  48;  decorator,  48  Youth's  Companion,  the,  19 


PRINTED   IN   THE   FNITED    STATES   Or   AMERICA 


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This  book  is  due  on  the  last  date  stamped  below,  or 

on  the  date  to  which  renewed. 

Renewed  books  are  subject  to  immediate  recall. 


JUN  4   1957 


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RECn  1  n AtiTQ.  Disc. 


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NOV  11 1962 


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OCT  17 1987 


OCT  12  1H8/ 


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RECEIVED 


JUN  2  8  1995 


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